Marketing and Firm Value presents a conceptual framework and
procedure to synthesize the marketing-finance literature. The
authors identify marketing-finance metrics and methods used. For
researchers, it provides an overview of metrics, methods, and
findings and a practical roadmap for how to conduct
marketing-finance research including an agenda for future research.
For marketing executives, the monograph provides insights on the
strongest drivers of firm value. Further it provides an
understanding of the potential of marketing to reconcile the
objectives of at least two stakeholders (customers and
shareholders) and possibly more (employees and communities). For
the investor community, it offers insights on how to incorporate
information from various marketing signals in their investment
decisions and shows how marketing-based valuation methods can be
used to evaluate entire businesses.
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