Review of Marketing Relevant Real Activity Manipulation

Anindita Chakravarty ()
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Anindita Chakravarty: University of Georgia

Customer Needs and Solutions, 2023, vol. 10, issue 1, No 7, 16 pages

Abstract: Abstract This manuscript represents a literature synthesis of REal Activity Manipulation research and practices in marketing with the objective of stimulating further research. It provides up-to-date knowledge of REAM from multiple perspectives. Research progress on identification and measurement of REAM, inference of managerial motivations, impact on performance metrics, and mitigating conditions is discussed. This review provides several directions for future research as well, thereby highlighting the research priority of the Marketing Accountability and Standards Board effort to augment the calls on managers to be accountable for marketing spending.

Keywords: Real Activity; Marketing Myopia; Marketing Budgets; Intangible Assets (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s40547-023-00136-9

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