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Handbook of Marketing and Finance

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Listed:
  • Shankar Ganesan

Abstract

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.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Shankar Ganesan (ed.), 2012. "Handbook of Marketing and Finance," Books, Edward Elgar Publishing, number 14027.
    • Handle: RePEc:elg:eebook:14027
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    File URL: https://www.elgaronline.com/view/9781849802727.xml
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    Book Chapters

    The following chapters of this book are listed in IDEAS

    More about this item

    Keywords

    Business and Management; Economics and Finance;

    JEL classification:

    • G0 - Financial Economics - - General

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