Background

1. Lehmann, Donald R. (2004), "Metrics for Making Marketing Matter," & Rust et al (2004), "Measuring Marketing Productivity:  Current Knowledge and Future Directions," Journal of Marketing, 68 (4), 73-89.  [These two essays introduce JM's special section on this topic.]
2. LKM Appendix C (Aggregate Market Response Models) & Appendix D (Model Calibration).

3. Jacobson, Robert and David Aaker (1985), "Is Market Share All That It's Cracked Up to Be?" Journal of Marketing, 49, (4), 11-22.  1985 Alpha Kappa Psi [H. Paul Root] Award.  This article is an example of classic industrial organization (I/O) research.  It grew out of the Profit Impact of Marketing Strategy (PIMS) research initiative at MSI.

Long Term Effectiveness of Marketing Variables

4. Wiles, Michael A, Neil A Morgan, and Lopo L Rego (2012), "The Effect of Brand Acquisition and Disposal on Stock Returns," Journal of Marketing, 76 (1), 38-58.
5. Srinivasan, Shuba, Koen Pauwels, J. Silva-Risso, and D. M. Hanssens (2009), "Product innovations, advertising, and stock returns," Journal of Marketing, 73(1), 24-43.
6. Mela, Carl F., Sunil Gupta and Donald R. Lehmann (1997), "The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice," Journal of Marketing Research, 34 (2), 248-261. 1998 Paul E. Green Award and 2002 William F. O'Dell Award
7. Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml (2004), "Return on Marketing: Using Customer Equity to Focus Marketing Strategy," Journal of Marketing, 68 (1), 109-27. 2004 Marketing Science / H. Paul Root Award/H. Paul Root Award.  Sheth Award. Roland Rust won the 2011 Converse Award for this paper.

Marketing Efforts and Shareholder Value

8. Morgan, Neil A, and Lopo L Rego (2006), "The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance," Marketing Science, 25(5), 426-39.
9. Srinivasan, Shuba and Dominque M. Hanssens (2009), "Marketing and Firm Value: Metrics, Methods, Findings and Future Directions," Journal of Marketing Research, 46 (3).
10. Kimbrough, Michael D. and Leigh McAlister (2009), "Commentaries and Rejoinder to Marketing and Firm Value: Metrics, Methods, Findings and Future Directions," Journal of Marketing Research 46 (3).

1. There has been a resurgence of interest in the link between marketing and business performance, with a focus on shareholder value as the focal dependent variable, rather than market share, sales, profits or ROI.  Identify one or more "new" research questions. What is the appropriate dependent variable?  What are its antecedents?
2. How might context effects moderate the effects of marketing activities on shareholder value?  You may wish to read:

• Mizik, Natalie and Robert Jacobson (2008), "How Brand Attributes Drive Financial Performance," Journal of Marketing Research, Vol. 45 (February)15-32.

3. What decision support systems are required for managers to effectively and efficiently manage resources that maximize profitability and (ultimately) shareholder value?  Are "marketing dashboards"� the answer?