The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research
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DOI: 10.1016/j.ijresmar.2020.09.005
Abstract: The marketing–finance interface is an important research field in marketing, helping demonstrate the accountability of marketing within companies and building a necessary interdisciplinary bridge to finance and accounting research. Since the first comprehensive review article… read more here.
Keywords: finance interface; research; marketing finance; finance ... See more keywords
Arguments en faveur d’une recherche à l’interface Marketing–Finance
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DOI: 10.1177/0767370119828652
Abstract: Résumé Cet article discute cinq thèmes dominants et les résultats importants dans la litérature récente sur l’intégration des disciplines de marketing et de finance. read more here.
Keywords: arguments faveur; faveur une; marketing finance; finance ... See more keywords