The marketing–finance interface is an important research field in marketing, helping demonstrate the accountability of marketing within companies and building a necessary interdisciplinary bridge to finance and accounting research. Since the first comprehensive review article by Srinivasan and Hanssens (2009), the marketing–finance field has broadened considerably, as has research in finance and accounting. This updated systematic review of extant and new research integrates research in marketing, finance, and accounting into an overarching marketing–finance research framework. We discuss new methodological developments and offer solutions to recent technical debates on the event-study method and Tobin's q. Motivated in part by a survey of marketing–finance researchers, the article identifies and synthesizes four key emerging research areas: digital marketing and firm value, tradeoffs between “doing good” and “doing well,” the mechanisms of firm-value effects, and feedback effects. The article closes with a future research agenda for this dynamic research field and offers key conclusions.

营销-财务界面是营销中的一个重要研究领域，有助于证明公司内部营销的责任感，并为财务和会计研究建立必要的跨学科桥梁。自从 Srinivasan 和 Hanssens (2009) 发表第一篇综合评论文章以来，营销金融领域已经大大拓宽，金融和会计研究也是如此。这份对现有研究和新研究的更新系统回顾将营销、财务和会计研究整合到一个总体营销-财务研究框架中。我们讨论新的方法论发展，并为最近关于事件研究方法和托宾 q 的技术辩论提供解决方案。部分受营销金融研究人员调查的启发，本文确定并综合了四个关键的新兴研究领域：数字营销和公司价值、“做好”和“做好”之间的权衡、公司价值效应的机制和反馈效应。文章以这一动态研究领域的未来研究议程结束，并提供了关键结论。