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By:Shankar Ganesan
Published on 2012 by Edward Elgar Publishing

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Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing's contribution to the bottom-line and link marketing investments and assets to metrics that matter to them. This Handbook relates marketing actions to various types of risk and return metrics that are typically used in the domain of finance. It provides current knowledge of this marketing-finance interface in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The research in the marketing-finance interface spans tactical and strategic marketing actions related to the creation, communication, delivery and appropriation of the value proposition. The chapters, specifically written for this Handbook, draw on theoretical developments in economics, accounting, finance, psychology and cutting-edge statistical and econometric approaches. Academics and doctoral students in marketing, accounting, finance, and applied economics, along with marketing and brand strategy-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.

This Book was ranked at 41 by Google Books for keyword Marketing.

Book ID of Handbook of Marketing and Finance's Books is s_E5ZuwPrnQC, Book which was written byShankar Ganesanhave ETAG "dhHqoParezc"

Book which was published by Edward Elgar Publishing since 2012 have ISBNs, ISBN 13 Code is 9781849806046 and ISBN 10 Code is 1849806047

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Book which have "336 Pages" is Printed at BOOK under CategoryBusiness and Economics

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