Retrospective and prospective views on the marketing/finance interface
Journal of the Academy of Marketing Science · 2005 · Volume 33 · Issue 4
Abstract
This article introduces the special issue of theJournal of the Academy of Marketing Scienceon the marketing/finance interface. In addition to previewing the nine subsequent articles in the special issue, it surveys early research on, suggests the scholarly foundations of, and recommends future directions for this boundary-spanning research domain.
Keywords
marketing finance interface, shareholder wealth maximization, event study, market-based performance
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