Ganesan (marketing, U. of Arizona) provides academics and doctoral students in marketing, accounting, finance, and applied economics, as well as marketing and brand strategy business
practitioners and consultants, with a 12-chapter handbook on marketing actions and their relationship to various types of risk and return metrics commonly used in finance. Scholars of
marketing, management, business, and economics from the US and Europe draw on theoretical developments in economics, accounting, finance, psychology, and statistical and econometric approaches
to discuss marketing actions related to the creation, communication, delivery, and sustaining of the value proposition and its relationship to firm performance, including how innovation creates
shareholder value, branding and shareholder value, the impact of distribution channel decisions, and the interrelationship between marketing strategy, corporate financial policy, and firm
value. They detail metrics and methods related to the understanding of firm value, such as time-series methods, a conditional multiplier valuation method, financial portfolio theory, and
marketing information disclosures, and marketing actions and the destruction of firm value, with discussion of how short-term concerns for firm performance and shareholder value drive marketing
activities and the link between product-harm crises and firm value. Annotation ©2012 Book News, Inc., Portland, OR (booknews.com)
