Many organizations have found that the value to business operations
and financial performance created by the marketing function has
become very important. The need to demonstrate this importance has
also become clear. Top managers are constantly challenging
marketers to document marketing's contribution to the bottom-line
and link marketing investments and assets to metrics that matter to
them. This Handbook relates marketing actions to various types of
risk and return metrics that are typically used in the domain of
finance. It provides current knowledge of this marketing-finance
interface in a single, authoritative volume and brings together new
cutting-edge research by established marketing scholars on a range
of topics in the area. The research in the marketing-finance
interface spans tactical and strategic marketing actions related to
the creation, communication, delivery and appropriation of the
value proposition. The chapters, specifically written for this
Handbook, draw on theoretical developments in economics,
accounting, finance, psychology and cutting-edge statistical and
econometric approaches. Academics and doctoral students in
marketing, accounting, finance, and applied economics, along with
marketing and brand strategy-focused business practitioners and
consultants, will appreciate the state-of-the-art research herein.
Contributors include: S. Bharadwaj, A. Chakravarty, Y. Chen, S.
Fournier, S. Ganesan, I. Geyskens, K. Gielens, R. Grewal, M.
Hanssens, L. Hsu, J. Hulland, M. Hutt, V. Kumar, D. Kurt, Y. Liu,
X. Luo, N. Mizik, J. Pennings, K. Poewels, D. Sihi, A. Sorescu, R.
Srinivasan, S. Srinivasan, C. Tarasi, K. Tuli, N. Umashankar, P.
Verhoef, B. Walker
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