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Cited by 718

The DOI matches its Crossref record; 113 of the 113 references it cites were found in a registry or an index.

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

Open access
Srinivasan, Shuba, Hanssens, Dominique M.·2018·Long-Term Impact of Marketing
DOI 10.1142/9789813229808_0012
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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 article is to integrate the existing knowledge on the impact of marketing on firm value. The authors 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. Next, they summarize the empirical findings to date on how marketing creates shareholder value, including the impact of brand equity, customer equity, customer satisfaction, research and development and product quality, and specific marketing-mix actions. Then, the authors review emerging findings on biases in investor response to marketing actions. They conclude by formulating an agenda for future research challenges in this emerging area.

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Metadata

Authors
Srinivasan, S., & Hanssens, D. M.
Venue
Long-Term Impact of Marketing
Publisher
WORLD SCIENTIFIC
Published
2018-04-03
Volume
46
Issue
3
Pages
461-519
DOI
10.1142/9789813229808_0012
OpenAlex
W2951951569
Cited by
718
References
113
FWCI
234.11
Type
book chapter
Language
en
Open access
green

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CoChat. (2026). Citation check: Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions. https://app.cochat.ai/papers/10.1142/9789813229808_0012
The paper
Srinivasan, S., & Hanssens, D. M. (2018). Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions. Long-Term Impact of Marketing. https://doi.org/10.1142/9789813229808_0012

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.