The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research
Volume: 38, Issue: 4, Pages: 857 - 876
Published: Dec 1, 2021
Abstract
The marketing–finance interface is an important research field in marketing, helping demonstrate the accountability of marketing within companies and building a necessary interdisciplinary bridge to finance and accounting research. Since the first comprehensive review article by Srinivasan and Hanssens (2009), the marketing–finance field has broadened considerably, as has research in finance and accounting. This updated systematic review of...
Paper Details
Title
The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research
Published Date
Dec 1, 2021
Volume
38
Issue
4
Pages
857 - 876
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