Andre Martin

Aug 26, 2024 | themediaonline.co.za | Andre Martin

Businesses are often tempted to cut their marketing budgets for the short-term savings it provides – but those cuts can cause problems in the long term. A new study my colleague Tarun Kushwaha and I published in The Journal of Marketing proposes a method for predicting whether these counterproductive cuts will take place up to a year in advance. We gathered transcripts of nearly 25000 earnings calls held by public companies from 2008 to 2019.

Jul 21, 2024 | newspronto.com | Andre Martin

Businesses are often tempted to cut their marketing budgets for the short-term savings it provides – but those cuts can cause problems in the long term. A new study my colleague Tarun Kushwahaand I published in The Journal of Marketing proposes a method for predicting whether these counterproductive cuts will take place up to a year in advance. We gathered transcripts of nearly 25,000 earnings calls held by public companies from 2008 to 2019.

Jul 19, 2024 | tolerance.ca | Andre Martin

© 2024 Tolerance.ca® Inc. All reproduction rights reserved. All information reproduced on the Web pages of www.tolerance.ca (including articles, images, photographs, and logos) is protected by intellectual property rights owned by Tolerance.ca® Inc. or, in certain cases, by its author. Any reproduction of the information for use other than personal use is prohibited.

Jul 19, 2024 | idahopress.com | Andre Martin

Cutting marketing spending often backfires on businesses – new research could help investors distinguish shortsighted cuts from smart ones

Jul 19, 2024 | finance.yahoo.com | Andre Martin

Businesses are often tempted to cut their marketing budgets for the short-term savings it provides – but those cuts can cause problems in the long term. A new study my colleague Tarun Kushwaha and I published in The Journal of Marketing proposes a method for predicting whether these counterproductive cuts will take place up to a year in advance. We gathered transcripts of nearly 25,000 earnings calls held by public companies from 2008 to 2019.