Measuring the effectiveness of advertising and R&D on firm performance using the Generalized Least Squares (SLS) model in the Philippine setting

Measuring the effectiveness of advertising and R&D on firm performance using the Generalized Least Squares (SLS) model in the Philippine setting

Empirical literature on the relationship between marketing variables and intangible investments and indicators of firm performance mostly come from foreign sources. Local literature that studies how advertising expenditures (a marketing variable) and research and development (an intangible investmen...

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Bibliographic Details
Main Authors: Bunagan, Kathryn Anne P. (Author), Eliot, Bianca Marie R. (Author)
Other Authors: Alburo, Florian (adviser.)
Format: Thesis
Language:English
Subjects:
Marketing.
Marketing > Philippines.