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

Alexander Edeling, Shuba Srinivasan and Dominique M. Hanssens

International Journal of Research in Marketing, 2021, vol. 38, issue 4, 857-876

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 extant and new research integrates research in marketing, finance, and accounting into an overarching marketing–finance research framework. We discuss new methodological 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.

Keywords: Marketing–finance interface; Systematic review; Firm value; Stock return; Tobin's q; Event study (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:38:y:2021:i:4:p:857-876

DOI: 10.1016/j.ijresmar.2020.09.005

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