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TitleHandbook of marketing and finance
Author edited by Shankar Ganesan
ImprintCheltenham, UK : Edward Elgar, [2012]
Descript 322 pages : illustrations

SUMMARY

"Demonstrating the value created by the marketing function to business operations and financial performance has become very important in many organizations. 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"--Provided by publisher


CONTENT

Part 1. Metrics and methods -- Part 2. Creating, communicating, delivering, and sustaining value and firm performance -- Part 3. Marketing actions and value destruction


Marketing -- Handbooks manuals etc Finance -- Handbooks manuals etc

LOCATIONCALL#STATUS
Chula Business School Library658.8 Ha236 2012CHECK SHELVES
Sasin Library658.8 H236 2012CHECK SHELVES

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