Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions
نویسندگان
چکیده
منابع مشابه
MARKETING AND FIRM VALUE Metrics, Methods, Findings, and Future Directions
The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of marketing on firm value. The authors firs...
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ژورنال
عنوان ژورنال: SSRN Electronic Journal
سال: 2008
ISSN: 1556-5068
DOI: 10.2139/ssrn.1136332