We consider marketing-mix models that explicitly include financial performance criteria. These financial metrics are not only comparable across the marketing mix, they also relate well to investors’ evaluation of the firm. To that extent, we treat marketing as an investment in customer value creation and communication that ultimately leads to shareholder value.
|Title of host publication||Handbook of Marketing Decision Models|
|Editors||B. Wierenga, R. van der Lans|
|Place of Publication||Cham|
|Publisher||Springer International Publishing AG|
|Publication status||Published - Jul 2017|
|Name||International Series in Operations Management & Management Science|