Marketing and Firm Value

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.

Author: Shuba Srinivasan, Dominique M. Hanssens
Publisher: Now Publishers
Published: 07/06/2022
Pages: 94
Binding Type: Paperback
Weight: 0.32lbs
Size: 9.21h x 6.14w x 0.19d
ISBN13: 9781638280446
ISBN10: 1638280444
BISAC Categories:
- Business & Economics | Marketing | General