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Commentaries and Rejoinder to Marketing and Firm Value : Metrics Methods Findings and Future Directions

By:

Kimbrough Michael D

Material type: Article

ArticleLanguage: ENG Series: ; XLVIPublication details: June 2009 0Edition: 3Description: 313-329 PpSubject(s):

Firm Value, Valuation Analysis

DDC classification:

Online resources:

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Summary: The article discusses another article in the issue, "Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions, " by Shuba Srinivasan and Dominique M. Hanssens, which examines the value added to business enterprises by monies spent on marketing. Topics include accounting research done on intangible assets, value-relevance research designs, and whether managers can influence the comprehension of investors regarding marketing actions taken by a firm. Also discussed are short-window studies.

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Item type	Current library	Call number	Status	Date due	Barcode
Articles	Main Library	Kim (Browse shelf(Opens below))	Available		AR10741

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The article discusses another article in the issue, "Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions, " by Shuba Srinivasan and Dominique M. Hanssens, which examines the value added to business enterprises by monies spent on marketing. Topics include accounting research done on intangible assets, value-relevance research designs, and whether managers can influence the comprehension of investors regarding marketing actions taken by a firm. Also discussed are short-window studies.

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