Column 18 · Marketing-Finance and Performance · Era 7, Frontier (2020s)
Firm-Value Integration
Outputs: performance · Emerging or specialized · Cluster VII, Outcomes
Description
Their integrative review of the marketing-finance interface consolidated the metrics, methods, and findings on how marketing assets and actions drive firm value and set an agenda for future research.
Managerial Implications
Decades of evidence show that marketing assets and actions, from brands and customer satisfaction to advertising and new products, affect firm value, with effects that vary by action and context. Marketing is a value driver that boards can evaluate. Managers should present marketing plans in terms of cash flow timing, growth, and risk, use the evidence base to set expectations, and build the internal measurement that links actions to value.