Handbook of Marketing and Finance
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Handbook of Marketing and Finance

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.
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Chapter 2: Time-Series Models of Pricing the Impact of Marketing on Firm Value

Xueming Luo, Koen H. Pauwels and Dominique M. Hanssens

Extract

2 Time-series models of pricing the impact of marketing on firm value Xueming Luo, Koen H. Pauwels and Dominique M. Hanssens INTRODUCTION Stock prices fluctuate as a result of continuous trading among investors who have different expectations abou...

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