Marketing and Firm Value : Metrics Methods Findings and Future Directions (Record no. 30557)

MARC details
000 -LEADER
fixed length control field 01684pab a2200205 454500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140923b0 xxu||||| |||| 00| 0 eng d
040 ## - CATALOGING SOURCE
Transcribing agency Welingkar Institute of Management Development & Research, Mumbai
Original cataloging agency Welingkar Institute of Management Development & Research, Mumbai
041 ## - LANGUAGE CODE
Language code of text/sound track or separate title ENG
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number
Item number Sri
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Srinivasan Shubha
245 ## - TITLE STATEMENT
Title Marketing and Firm Value : Metrics Methods Findings and Future Directions
250 ## - EDITION STATEMENT
Edition statement 3
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc.
Name of publisher, distributor, etc. June 2009
Date of publication, distribution, etc. 0
300 ## - PHYSICAL DESCRIPTION
Extent 293-312 Pp.
490 ## - SERIES STATEMENT
Volume/sequential designation XLVI
520 ## - SUMMARY, ETC.
Summary, etc. 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.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Firm Valuation
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="http://192.168.6.13/libsuite/mm_files/Articles/AR10740.pdf">http://192.168.6.13/libsuite/mm_files/Articles/AR10740.pdf</a>
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN)
a 32102
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Cost, replacement price Price effective from Koha item type
        Main Library Main Library 22/06/2009 0.00   Sri AR10740 23/09/2014 0.00 23/09/2014 Articles

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