Management Sciences and Quantitative Methods Commons^™

Marketing Strategy And Wall Street: Nailing Down Marketing's Impact, Dominique M. Hanssens, Roland T. Rust, Rajendra Kumar Srivastava

Research Collection Lee Kong Chian School Of Business

Stock prices are based in large part on corporate financial statements, augmented by analysis by stock analysts. The ultimate goal of any marketing expenditure should be to increase the value of the firm, but the road from marketing expenditure to stock price is usually circuitous. This is because marketing’s path to financial impact is through revenues, and the road to revenues runs through the customer.