Handbook of Marketing and Finance

Handbook of Marketing and Finance

Elgar original reference

Edited by Shankar Ganesan

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.

Introduction

Shankar Ganesan

Subjects: business and management, marketing, economics and finance, financial economics and regulation

Extract

Shankar Ganesan Demonstrating the value created by the marketing function to business operations and financial performance has become very important in many organizations. 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. This unique handbook provides current knowledge of this marketing–finance interface in a single, authoritative volume and brings together new cuttingedge research by established marketing scholars on a range of topics in the area. The research on the marketing–finance interface spans tactical and strategic marketing actions related to the creation, communication, delivery, and appropriation of the value proposition. The chapters draw on theoretical developments in economics, accounting, finance, psychology, and cutting-edge statistical and econometric approaches. This handbook consists of 12 further chapters and is an attempt to bring together state-of-the-art research by established marketing scholars on various topics related to the marketing–finance interface. These chapters are specifically written for this handbook and cover both methodological and substantive issues. They are based on a thorough academic review, including multiple revisions of the initial chapters by the authors. OVERVIEW OF THE CHAPTERS IN THE HANDBOOK The chapters are organized into three major parts, labeled Parts I, II, and III. Part I covers the metrics and methods related to the understanding of firm value. Part II covers topics that are...