Sunk Cost Dilemma Behavior: The Contribution Marketing Expenses towards Financial Performance
Marketing expenses can drove the financial performance of a company, but sometimes it was only a sunk cost. The sunk cost dilemma behavior can confuse a financial manager, confounding decisions about whether to invest in marketing. Thus, this study aimed to explain the relationship between marketing...
Main Authors: | Gesti Memarista, Lila Gestanti |
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Format: | Article |
Language: | English |
Published: |
Universitas Merdeka Malang
2018-10-01
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Series: | Jurnal Keuangan dan Perbankan |
Subjects: | |
Online Access: | http://jurnal.unmer.ac.id/index.php/jkdp/article/view/1871 |
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