Linking marketing activities to shareholder value : philosophical and methodological issues

@inproceedings{Kim2010LinkingMA,
  title={Linking marketing activities to shareholder value : philosophical and methodological issues},
  author={Jin-Woo Kim},
  year={2010}
}
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… CONTINUE READING