Handbook of Marketing and Finance

Contents: Introduction Shankar Ganesan PART I: METRICS AND METHODS 1. Enhancing Financial Performance: The Power of Customer Metrics V. Kumar and Nita Umashankar 2. Time-Series Models of Pricing the Impact of Marketing on Firm Value Xueming Luo, Koen H. Pauwels and Dominique M. Hanssens 3. How to Better Value Branded Businesses: A Conditional Multiplier Approach Natalie Mizik 4. Financial Portfolio Theory and Customer Management: Insights and Research Directions Michael D. Hutt, Crina O. Tarasi and Beth A. Walker 5. Marketing Information Disclosures: A Review and Research Agenda Raji Srinivasan and Debika Sihi PART II: CREATING, COMMUNICATING, DELIVERING, AND SUSTAINING VALUE AND FIRM PERFORMANCE 6. Innovation and the Market Value of Firms Alina Sorescu 7. Branding and Firm Value Shuba Srinivasan, Liwu Hsu and Susan Fournier 8. The Marketing-Finance Interface in Channels of Distribution Research: A Roadmap for Future Research Katrijn Gielens and Inge Geyskens 9. The Marketing-Finance Interface: An Organizational Perspective Peter C. Verhoef and Joost M.E. Pennings 10. Corporate Financial Policy and Marketing Strategy: The Case of IPOs and SEOs Didem Kurt and John Hulland PART III: MARKETING ACTIONS AND VALUE DESTRUCTION 11. Putting the Cart Before the Horse: Short-term Performance Concerns as Drivers of Marketing-Related Investments Anindita Chakravarty and Rajdeep Grewal 12. Product-harm Crisis Management and Firm Value Yong Liu, Yubo Chen, Shankar Ganesan and Ronald Hess Index

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• Vendas e gestão do marketing
• Vendas e marketing