As modern economies become predominantly service-based, companies increasingly
derive revenue from the creation and sustenance of long-term relationships with their …

This article reviews the theory and empirical evidence of myopic management as it pertains
to marketing practice. It documents empirically the stock market's inability to properly value …

The authors study the effect of word-of-mouth (WOM) marketing on member growth at an
Internet social networking site and compare it with traditional marketing vehicles. Because …

The need to understand the relationships among customer metrics and profitability has
never been more critical. These relationships are pivotal to tracking and justifying firms' …

The marketing profession is being challenged to assess and communicate the value created
by its actions on shareholder value. These demands create a need to translate marketing …

Marketing decision makers are increasingly aware of the importance of shareholder value
maximization, which calls for an evaluation of the long-term effects of their actions on …

Increasing debate centers on the decreasing influence of the marketing department within
firms. This study investigates such influence and assesses its determinants and …

What is the relationship between innovation and firm value? Does the type of innovation
make a difference? To answer these questions, the authors examine how breakthrough and …

Recent years have seen the introduction of a “marketing dashboard” that brings the firm's
key marketing metrics into a single display. Service firms across industries have created …

Under increased scrutiny from top management and shareholders, marketing managers feel
the need to measure and communicate the impact of their actions on shareholder returns. In …