The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research
| العنوان: | The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research |
|---|---|
| المؤلفون: | Alexander Edeling, Shuba Srinivasan, Dominique M. Hanssens |
| المصدر: | International Journal of Research in Marketing International Journal of Research in Marketing, vol 38, iss 4 |
| بيانات النشر: | Elsevier, 2021. |
| سنة النشر: | 2021 |
| مصطلحات موضوعية: | Accounting research, Firm value, Tobin's q, Clinical Research, Event study, Political science, Full Length Article, 0502 economics and business, Marketing–finance interface, Marketing, Finance, Digital marketing, business.industry, Field (Bourdieu), 05 social sciences, Enterprise value, Stock return, Tobin’s q, Conceptual framework, Accountability, Systematic review, 050211 marketing, business, 050203 business & management |
| الوصف: | The marketing–finance interface is an important research field in marketing, helping demonstrate the accountability of marketing within companies and building a necessary interdisciplinary bridge to finance and accounting research. Since the first comprehensive review article by Srinivasan and Hanssens (2009), the marketing–finance field has broadened considerably, as has research in finance and accounting. This updated systematic review of extant and new research integrates research in marketing, finance, and accounting into an overarching marketing–finance research framework. We discuss new methodological developments and offer solutions to recent technical debates on the event-study method and Tobin’s q. Motivated in part by a survey of marketing–finance researchers, the article identifies and synthesizes four key emerging research areas: digital marketing and firm value, tradeoffs between “doing good” and “doing well,” the mechanisms of firm-value effects, and feedback effects. The article closes with a future research agenda for this dynamic research field and offers key conclusions. Highlights • A new broad interdisciplinary review of the marketing–finance interface. • Categorization of a comprehensive set of metrics into an overarching framework. • Special emphasis on resolving methodological debates (event study, Tobin’s q). • Synthesis of findings in four important research areas (e.g., digital marketing). • Provision of a rich research agenda for the next ten years. |
| وصف الملف: | application/pdf |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::3abc9c2106fe381662e4e211f7b9977b https://lirias.kuleuven.be/handle/123456789/682674 |
| حقوق: | OPEN |
| رقم الأكسشن: | edsair.doi.dedup.....3abc9c2106fe381662e4e211f7b9977b |
| قاعدة البيانات: | OpenAIRE |
| الوصف غير متاح. |