Paper presenting the relationship between economic theory and the financial results of marketing activities. Included empirical findings based on company data.
Sexton, Don, Kamal Sen, and Venu Gorti. "Determining Marketing Accountability: Applying Economics and Finance to Marketing." In Proceedings of 9th International Marketing Trends Conference. Ed. Jean-Claude Andreani. Paris: International Marketing Trends Conference, 2009.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.