Publication Type

Journal Article

Version

Publisher’s Version

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