文章基本信息

标题：Linking marketing activities to shareholder value: philosophical and methodological issues,
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作者：Jin-Woo Kim ; University of Texas at Arlington ; Michael Richarme 等
期刊名称：Journal of Management and Marketing Research
印刷版ISSN：1941-3408
电子版ISSN：1941-3408
出版年度：2010
卷号：5
期号：1
出版社：Academic and Business Research
摘要：The stream of marketing-finance interface has provided justification for marketing’s important value in the business world. However, little attention has been paid to address philosophical and methodological issues and to provide scientific rationales of marketing-finance. Therefore, the authors strive to address several philosophical and methodological issues in the marketing-finance interface research stream. The marketing-finance interface research appears to adopt a relativistic approach, seeking to apply rigorous empirical methods and secondary large-scale archival data for higher external validity. Recommendations for solidification of philosophical and methodological foundations are provided.
关键词：Marketing-Finance interface, Marketing Metric, Firm valuation, Research Methodology, External validity