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.
The research in the marketing-finance interface spans tactical and strategic marketing actions related to the creation, communication, delivery and appropriation of the value proposition. The chapters, specifically written for this Handbook, draw on theoretical developments in economics, accounting, finance, psychology and cutting-edge statistical and econometric approaches.
Academics and doctoral students in marketing, accounting, finance, and applied economics, along with marketing and brand strategy-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.
Edited by Shankar Ganesan, University of Notre Dame, US
Contents: Introduction Shankar Ganesan PART I: METRICS AND METHODS 1. Enhancing Financial Performance: The Power of Customer Metrics V. Kumar and Nita Umashankar 2. Time-Series Models of Pricing the Impact of Marketing on Firm Value Xueming Luo, Koen H. Pauwels and Dominique M. Hanssens 3. How to Better Value Branded Businesses: A Conditional Multiplier Approach Natalie Mizik 4. Financial Portfolio Theory and Customer Management: Insights and Research Directions Michael D. Hutt, Crina O. Tarasi and Beth A. Walker 5. Marketing Information Disclosures: A Review and Research Agenda Raji Srinivasan and Debika Sihi PART II: CREATING, COMMUNICATING, DELIVERING, AND SUSTAINING VALUE AND FIRM PERFORMANCE 6. Innovation and the Market Value of Firms Alina Sorescu 7. Branding and Firm Value Shuba Srinivasan, Liwu Hsu and Susan Fournier 8. The Marketing-Finance Interface in Channels of Distribution Research: A Roadmap for Future Research Katrijn Gielens and Inge Geyskens 9. The Marketing-Finance Interface: An Organizational Perspective Peter C. Verhoef and Joost M.E. Pennings 10. Corporate Financial Policy and Marketing Strategy: The Case of IPOs and SEOs Didem Kurt and John Hulland PART III: MARKETING ACTIONS AND VALUE DESTRUCTION 11. Putting the Cart Before the Horse: Short-term Performance Concerns as Drivers of Marketing-Related Investments Anindita Chakravarty and Rajdeep Grewal 12. Product-harm Crisis Management and Firm Value Yong Liu, Yubo Chen, Shankar Ganesan and Ronald Hess Index