Assessing Marketing Strategy Performance (Marketing Science Institute (MSI))

Authored by leading marketing scholars, the book addresses questions of critical enduring importance to marketing: Does marketing influence firm value or firm performance? Does marketing contribute to the development and maintenance of intangible assets such as consumers, brands, and knowledge? How can marketing contribute to greater firm efficiency? Can a firm’s marketing capabilities become a source of value?

Offering a diverse set of approaches from stock response modeling to historical analysis, Assessing Marketing Strategy Performance aims to foster new and more effective thinking about the value of marketing and the productivity of marketing investments. It will be an invaluable resource to those seeking to better understand marketing’s role in the firm.

Christine Moorman is Professor of Marketing, Fuqua School of Business, Duke University. Donald R. Lehmann is George E. Warren Professor of Business, Graduate School of Business, Columbia University.