Marketing Strategy and Wall Street: Nailing down Marketing's Impact

Hanssens, D M and Rust, R T and Srivastava, R K (2009) Marketing Strategy and Wall Street: Nailing down Marketing's Impact. Journal of Marketing, 73 (6). pp. 115-118.

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Abstract

Stock prices are based in large part on corporate financial statements, augmented by analysis by stock analysts. The ultimate goal of any marketing expenditure should be to increase the value of the firm, but the road from marketing expenditure to stock price is usually circuitous. This is because marketing's path to financial impact is through revenues, and the road to revenues runs through the customer. Typically, a long chain of effects is involved to account for the impact of a marketing expenditure (Rust et al. 2004), and the effects of marketing investments play out over time. This special issue focuses on exploring relationships along this chain from marketing actions to marketplace outcomes and the creation of market-based assets and firm value.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Srivastava, R Khttps://orcid.org/0000-0002-5236-2375
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of Singapore Management University.
Uncontrolled Keywords: Marketing Strategy, Wall Street, Marketing’s Impact
Subjects: Marketing
Depositing User: Veeramani R
Date Deposited: 08 May 2019 11:17
Last Modified: 08 May 2019 11:17
URI: http://eprints.exchange.isb.edu/id/eprint/930
Publisher URL: https://doi.org/10.1509/jmkg.73.6.115
Publisher OA policy: http://sherpa.ac.uk/romeo/issn/0022-2429/
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