Abstract

http://ssrn.com/abstract=1136332
 
 

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Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions


Shuba Srinivasan


Boston University - School of Management

Dominique M Hanssens


University of California, Los Angeles (UCLA) - Anderson School of Management

May 9, 2008

Boston U. School of Management Research Paper No. 2009-6

Abstract:     
The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of marketing on firm value. We first frame the important research questions on marketing and firm value and review the important investor response metrics and relevant analytical models, as they relate to marketing. We next summarize the empirical findings to date on how marketing creates shareholder value, including the impact of brand equity, customer equity, customer satisfaction, R&D, product quality and specific marketing-mix actions. In addition we review emerging findings on biases in investor response to marketing actions. We conclude by formulating an agenda for future research challenges in this emerging area.

Number of Pages in PDF File: 45

Keywords: Marketing investments, investor response, firm valuation

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Date posted: May 25, 2008 ; Last revised: March 27, 2012

Suggested Citation

Srinivasan, Shuba and Hanssens, Dominique M, Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions (May 9, 2008). Boston U. School of Management Research Paper No. 2009-6. Available at SSRN: http://ssrn.com/abstract=1136332 or http://dx.doi.org/10.2139/ssrn.1136332

Contact Information

Shuba Srinivasan (Contact Author)
Boston University - School of Management ( email )
595 Commonwealth Avenue
Boston, MA MA 02215
United States
6173535978 (Phone)
6173534098 (Fax)
HOME PAGE: http://smgnet.bu.edu/mgmt_new/profiles/SrinivasanShuba.html
Dominique M Hanssens
University of California, Los Angeles (UCLA) - Anderson School of Management ( email )
110 Westwood Plaza
Los Angeles, CA 90095-1481
United States
310-825-4497 (Phone)
310-206-7422 (Fax)
HOME PAGE: http://www.anderson.ucla.edu/faculty/dominique.hanssens/
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