Abstract
Marketing and finance are two sides of the same issue, both answering the same, fundamental questions that every business must answer: who will buy our product at the best price, how do we get as many profitable customers as possible, and how do we keep customers loyal and returning to purchase again and again? This chapter introduces the links between marketing actions and financial performance.
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References
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Stewart, D.W. (2019). Introduction. In: Financial Dimensions of Marketing Decisions. Palgrave Studies in Marketing, Organizations and Society. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-15565-0_1
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DOI: https://doi.org/10.1007/978-3-030-15565-0_1
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Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-15564-3
Online ISBN: 978-3-030-15565-0
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