Financial Markets Research In Marketing

Not long ago, the use of financial market data was viewed as outside the area of marketing, and the interactions of marketing with the financial markets were little studied. Increasingly, marketers are better appreciating the benefits of understanding how financial market data can be used to assess the value implications of marketing constructs and studying the effects of marketing variables on the financial markets. The authors commend Srinivasan and Hanssens (2009; hereinafter, S&H) for taking on the daunting task of both outlining research approaches and summarizing some of the empirical findings to date.