<p>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.</p>

Marketing and Firm Value (Foundations and Trends(r) in Marketing)

Business & Money

Hanssens, Dominique M.

Srinivasan, Shuba

Marketing & Sales

Now Publishers

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Books by Srinivasan, Shuba

See the best price to sell, buy, or rent books by Srinivasan, Shuba. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Marketing and Firm Value (Foundations and Trends(r) in Marketing)