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alue. As a continuation of the work, Rust, R.T., Ambler, T., Carpenter, G.S., Kumar, V. and Srivastava, R.K. (2009) propose a framework to show how the chain of marketing productivity will shape the firm value in their article Measuring Marketing Productivity: Current Knowledge and Future Directions.

In the stream of financial metrics, one conceptual paper from Srinivasan and Hanssens (2009) , Marketing and Firm Value: Metrics, Methods, Findings and Future Directions, is provided in this paper, to show the journey of firm / marketing actions, through firm result and the respected financial risks, will in the end shape the total stock return.

The author picked four empirical articles to support the conceptual framework provided in this paper. Kumar and Shah (2009) provide an empirical support showing the role of CE in shaping the Market Capitalization in their article Expanding the Role of Marketing: From Customer Equity to Market Capitalization. The second article, Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence from Krasnikov and Orozco (2007) is explaining about the value of the Brand using trademark. The empirical support for partner relationship part is given by Swaminathan and Moorman (2009) in the third empirical article in this paper: Marketing Alliances, Firm Networks, and Firm Value Creation. The author chooses the empirical study of Ramaswami, Srivastava, and Bhargava (2009), Market-based capabilities and financial performance of firms: insights into marketing’s contribution to firm value, to support the market-based capabilities framework of Srivastava et al. (1999).

This paper is organized in the following order: Chapter 1 provides a brief overview about the paper. Chapter 2 contains the summary of each selected articles. Chapter 3 assesses what has been studied up to present time and how they may possibly fit into the integrated framework of the four conceptual papers. Chapter 4 provides author’s suggestion for further studies and the conclusion to this paper.

In this chapter, the author provides a summary of each of the eight articles used in this paper. The summaries are divided into two groups; Group A consists of four conceptual papers, to be used as the framework of the analysis; Group B comprises four empirical papers elaborating the framework and the empirical result to support the concepts in Group A papers.

SRIV1 article is a seminal piece that link marketing assets to shareholder value. Market-based assets are the assets that arise from the interaction of the firm with key external parties. These assets will then affect shareholder value through market performance. There are two types of market-based assets (MBA): relational and intellectual. Relational assets are gained from the outcome of relationship between the firm with external parties, in the form of intangible assets (brands, customers and channels). Intellectual assets are marketing expertise and process knowledge that are gained through the external interactions.

However, both relational and intellectual market-based assets intertwine in various marketing actions. Relational assets can affect intellectual asset and vice versa. Relational and intellectual also share several common characteristics: both are intang本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。