This article introduces three exemplary articles that speak to novel, current, and important issues in marketing and investor behavior. One proposes a novel measure of quality using warranties, another examines the context of common ownership, and another provides a sweeping review of the marketing-finance interface. In addition to introducing these articles in the special section, we examine the major topics and their impact in a quarter-century of research on the marketing-finance interface encompassing 373 articles. We identify ten major topics from which the topic stock performance had the highest coverage (19%). The remaining nine topics are covered roughly equally. The topic with the highest average number of citations is marketing spending followed by new products & innovations. We also identify an increasing number of articles over the last quarter-century that underlines the importance of the research on the marketing-finance interface. Finally, we put forward opportunities for the future of marketing-finance interface fusing novel data sources with decisive firm value outcomes.

本文介绍了三篇典型文章，这些文章涉及营销和投资者行为中的新颖、当前和重要问题。一个提出了使用保修的新质量衡量标准，另一个研究了共同所有权的背景，另一个提供了对营销-财务界面的全面审查。除了在特别部分介绍这些文章之外，我们还研究了 25 年来对营销-财务界面的研究（包括 373 篇文章）中的主要主题及其影响。我们确定了主题股票表现覆盖率最高（19%）的十大主题。其余九个主题大致相同。平均引用次数最高的主题是营销支出，其次是新产品和创新。我们还发现，在过去的 25 年里，越来越多的文章强调了营销金融界面研究的重要性。最后，我们为营销-财务界面的未来提出了机会，将新颖的数据源与决定性的公司价值结果融合在一起。