Myopic Marketing Management: Evidence of the Phenomenon and Its Long-Term Performance Consequences in the SEO Context

Natalie Mizik
Natalie Mizik
[email protected]
Graduate School of Business, Columbia University, 3022 Broadway, Uris Hall, Room 513, New York, New York 10027-6902
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,
Robert Jacobson
Robert Jacobson
[email protected]
School of Business, University of Washington, Box 353200, Seattle, Washington 98195-3200
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Natalie Mizik

[email protected]

Graduate School of Business, Columbia University, 3022 Broadway, Uris Hall, Room 513, New York, New York 10027-6902

Search for more papers by this author

Robert Jacobson

[email protected]

School of Business, University of Washington, Box 353200, Seattle, Washington 98195-3200

Search for more papers by this author

Published Online:1 May 2007https://doi.org/10.1287/mksc.1060.0261

Supplemental Material

mksc.1060.0261-sm-technical-appendix.pdf (94 KB)

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  International Journal of Research in Marketing, Vol. 26, No. 2
- Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions
  1 June 2009 | Journal of Marketing Research, Vol. 46, No. 3
- Line-Item Analysis of Earnings Quality
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- Movie Advertising and the Stock Market Valuation of Studios: A Case of “Great Expectations?”
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- The Effect of Labor on Profitability: The Role of Quality
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- The Unappreciated Value of Marketing: The Moderating Role of Changes in Marketing and R&D Spending on Valuation of Earnings Reports
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- Dancing with a Giant: The Effect of Wal-Mart's Entry into the United Kingdom on the Performance of European Retailers
  1 October 2008 | Journal of Marketing Research, Vol. 45, No. 5
- When Marketing Strategy First Meets Wall Street: Marketing Spendings and Firms’ Initial Public Offerings
  1 September 2008 | Journal of Marketing, Vol. 72, No. 5
- When Marketing Strategy First Meets Wall Street: Marketing Spendings and Firms' Initial Public Offerings
  Journal of Marketing, Vol. 72, No. 5
- The Financial Value Impact of Perceptual Brand Attributes
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- The Information Content of Brand Attributes
  SSRN Electronic Journal, Vol. 31

Volume 26, Issue 3

May-June 2007

Pages 285-448

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Received:September 20, 2005
Published Online:May 01, 2007

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Natalie Mizik, Robert Jacobson, (2007) Myopic Marketing Management: Evidence of the Phenomenon and Its Long-Term Performance Consequences in the SEO Context. Marketing Science 26(3):361-379.

https://doi.org/10.1287/mksc.1060.0261

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Myopic Marketing Management: Evidence of the Phenomenon and Its Long-Term Performance Consequences in the SEO Context

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Volume 26, Issue 3

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