Marketing activities have traditionally focused on success in the product marketplace, but the C-Suite is increasingly requiring marketing to view its ultimate purpose as contributing to the enhancement of shareholder returns.
The reinvigoration of the accountability functions of marketing through the lens of firm value as a key driver of marketing is the subject of the recent paper, “Marketing and Firm Value,” published in Foundations and Trends in Marketing (Vol. 17, No. 2) and authored by Shuba Srinivasan and Dominique M. Hanssens. Srinivasan will present their findings at MASB Fall Summit 2022, Thursday and Friday, Oct. 13-14 at Columbia Business School. Request your invitation today from events@themasb.org.
Srinivasan is the Norman and Adele Barron Professor of Management and Professor of Marketing, and Chair of the Marketing Department at BU Questrom School of Business. Her research focuses on strategic marketing problems, in particular linking marketing to financial performance, to which she applies her expertise in time-series analysis and econometrics. She has authored or co-authored over fifty publications in academic journals/books. Shuba received her PhD in Marketing at the University of Texas Dallas, where she worked with Dr. Frank Bass. Shuba, with her co-authors, received the 2018 Lilien ISMS-MSI Practice Prize and her research has won the Google-WPP research grant, the EMAC and the WITS best paper awards, and has been finalist for the O’Dell and Paul Green Awards. Professor Srinivasan is also a strong contributor to the BU’s teaching and programmatic efforts and has served on a variety of school- and university-wide committees.
MASB summits are invitation-only events for experts driving the marketing accountability movement. Top finance, analytics and marketing professionals join with leading academics to network, get briefed on recent advances, and participate in shaping the future of accountable marketing. Request your invitation to MASB Fall Summit 2022 today from events@themasb.org.