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Publication

The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research

Journal Contribution - Journal Article

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 broad- ened considerably, as has research in finance and accounting. This updated systematic review of extant and new research integrates research in marketing, finance, and account-ing into an overarching marketing–finance research framework. We discuss new method- ological developments and offer solutions to recent technical debates on the event-study method and Tobin’s q. Motivated in part by a survey of marketing–finance researchers, the article identifies and synthesizes four key emerging research areas: digital marketing and firm value, tradeoffs between ‘‘doing good” and ‘‘doing well,” the mechanisms of firm-value effects, and feedback effects. The article closes with a future research agenda for this dynamic research field and offers key conclusions.
Journal: International Journal of Research in Marketing
ISSN: 0167-8116
Issue: 4
Volume: 38
Pages: 857 - 876
Publication year:2021
Accessibility:Open