Publication Type
Journal Article
Version
publishedVersion
Publication Date
11-2008
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.
Keywords
marketing-finance interface, firm financial value, brand value, efficient markets, brand equity
Discipline
Business Administration, Management, and Operations | Management Sciences and Quantitative Methods | Marketing
Research Areas
Marketing
Publication
Journal of Marketing
Volume
73
Issue
6
First Page
115
Last Page
118
ISSN
0022-2439
Identifier
10.1509/jmkg.73.6.115
Publisher
AMA
Citation
Hanssens, Dominique M., Roland T. Rust, and Rajendra K. Srivastava. 2009. Marketing Strategy and Wall Street: Nailing Down Marketing's Impact. Journal of Marketing 73 (6): 115-118.
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1509/jmkg.73.6.115
Included in
Business Administration, Management, and Operations Commons, Management Sciences and Quantitative Methods Commons, Marketing Commons