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Valuing marketing's contribution

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  • Doyle, Peter

Abstract

Marketing has not had the impact in the boardroom that its importance justifies. The major reason is that marketers have failed to show how marketing activities and costs influence shareholder value. Instead they have relied on metrics such as sales volume and customer awareness that are unrelated to financial performance. This paper redefines marketing in value terms and explains how shareholder value analysis can be used to demonstrate the importance of marketing, value brands and test marketing strategies.

Suggested Citation

  • Doyle, Peter, 2000. "Valuing marketing's contribution," European Management Journal, Elsevier, vol. 18(3), pages 233-245, June.
    • Handle: RePEc:eee:eurman:v:18:y:2000:i:3:p:233-245
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    Citations

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    Cited by:

    1. Tohru Yoshioka-Kobayashi & Tomofumi Miyanoshita & Daisuke Kanama, 2020. "Revisiting incremental product innovations in the food-manufacturing industry: an empirical study on the effect of intellectual property rights," Journal of Economic Structures, Springer;Pan-Pacific Association of Input-Output Studies (PAPAIOS), vol. 9(1), pages 1-19, December.
    2. Ganesh, Gopala & Paswan, Audhesh K., 2010. "Teaching basic marketing accountability using spreadsheets: An exploratory perspective," Journal of Business Research, Elsevier, vol. 63(2), pages 182-190, February.
    3. Whitwell, Gregory J. & Lukas, Bryan A. & Hill, Paul, 2007. "Stock analysts' assessments of the shareholder value of intangible assets," Journal of Business Research, Elsevier, vol. 60(1), pages 84-90, January.
    4. Md Amanat Ullah & Seow Ta Wee, 2014. "Property Marketing With Green Environment," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 2(12), pages 580-588.
    5. Adam Gaskill & Hume Winzar, 2013. "Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector," SAGE Open, , vol. 3(3), pages 21582440135, September.
    6. Martin Owusu Ansah & Nicholas Addai-Boamah & Abeeku Bylon Bamfo & Lucy Afeafa Ry-Kottoh, 2022. "Organizational ambidexterity and financial performance in the banking industry: evidence from a developing economy," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 250-263, September.
    7. Cernikovaite, Migle Eleonora, 2016. "Brand value impact on company economic value evaluation model," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 11(1), pages 22-31, June.
    8. Gök, Osman & Peker, Sinem & Hacioglu, Gungor, 2015. "The marketing department’s reputation in the firm," European Management Journal, Elsevier, vol. 33(5), pages 366-380.

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