Rao Research on Marketing Initiatives Finalist for Best Paper of the Year

December 11th, 2008 · Faculty News · Posted by Sarah Dooley

From McCombs TODAY

Finance Professor Ramesh Rao’s article “Marketing Initiatives, Expected Cash Flows, and Shareholders’ Wealth,” was named a finalist for the Journal of Marketing’s Maynard Award (i.e., one of the top 3 articles published in the Journal of Marketing during the year). The paper creates a theoretical framework for showing the value of marketing.

The Journal of Marketing is one of the field’s foremost journals, and it published 54 articles in 2008. The Maynard Award recognizes the Journal of Marketing article that makes the most significant contribution to marketing theory and thought within the calendar year.

Read about Rao’s research in the Exchange magazine feature story, “Marketing ROI.”

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