투자마케팅을 위한 투자자집단 세분화 및 광고효과에 관한 연구
조회
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자료요약
Does advertising matter to investors? If so, how? Until recently, there has been little basis for addressing those questions. The audience of investors has rarely been a focus of the advertising literature. Similarly, it has generally been assumed that the stock markets are efficient and that investors who were assumed to be rational and informed decision makers would pay scant attention to firms` advertising(Hirshleifer, 2001), while making their investment choices.
투자자마케팅(Investor Marketing)
주주가치극대화(shareholder value maximization)
STP 전략(Segmentation
Targeting
Positioning strategy)
마케팅믹스 전략(Marketing Mix strategy:4p`s)
투자자마케팅 광고의 위험-감소효과(risk-reduction effect)
