In the world of stock market investing, hype and marketing play a big role in driving up the prices of stocks. At the end of the day, however, a company's ability to yield a profit on the stock exchange comes down to its long-term survival - and, since a lot of attention is given to profitability, it's no surprise that this area is the focus of intense research. Read the importance of backing theory with hard data here - http://www.joeyhorn.org/the-importance-of-backing-theory-with-hard-data
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