Marketing activities have traditionally focused on success in the product marketplace, but the C-Suite is increasingly requiring marketing to view its ultimate purpose as contributing to the enhancement of shareholder returns. The reinvigoration of the accountability functions of marketing through the lens of firm value as a key driver of marketing is the subject of the recent book, “Marketing and Firm Value,” published in Foundations and Trends in Marketing and authored by Shuba Srinivasan and Dominique M. Hanssens. Shuba and Dominique will present their findings at the Marketing Science Institute Webinar on Tuesday January 31 2023.

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