摘要：The stream of marketing-finance interface has provided justification for marketing’s
important value in the business world. However, little attention has been paid to address
philosophical and methodological issues and to provide scientific rationales of marketing-finance.
Therefore, the authors strive to address several philosophical and methodological issues in the
marketing-finance interface research stream. The marketing-finance interface research appears
to adopt a relativistic approach, seeking to apply rigorous empirical methods and secondary
large-scale archival data for higher external validity. Recommendations for solidification of
philosophical and methodological foundations are provided.
关键词：Marketing-Finance interface, Marketing Metric, Firm valuation, Research
Methodology, External validity
