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Marketing and Firm Value by Shuba Srinivasan
Marketing and Firm Value by Shuba Srinivasan
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Description

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.
Release date Australia
July 6th, 2022
Audience
  • Professional & Vocational
Pages
94
ISBN-13
9781638280446
Product ID
35899052

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