• David W. StewartEmail author
Part of the Palgrave Studies in Marketing, Organizations and Society book series (PSMOS)


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.


Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.College of Business AdministrationLoyola Marymount UniversityLos AngelesUSA

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