IDEAS home Printed from https://ideas.repec.org/h/spr/eurchp/978-3-319-27573-4_13.html
   My bibliography  Save this book chapter

The Importance of Marketing and Its Influence on a Company’s Financial Performance

In: Entrepreneurship, Business and Economics - Vol. 2

Author

Listed:
  • Jurijs Kuznecovs

    (BA School of Business and Finance)

  • Tatjana Tambovceva

    (Riga Technical University)

Abstract

Recent years have seen an increased appreciation of the importance of marketing and of its significant contribution to financial performance. This paper uses mixed methods research in order to analyse the results collated from a survey and from secondary research in order to evaluate the contribution which is made by marketing to the financial performance of ice-hockey club Dinamo Riga. A random sample of ice-hockey Arena visitors was invited to the survey and there were 1200 respondents involved. The survey and research covers the time period of September 2014 to present time. It is argued that effective marketing strategies are likely to have a positive effect on the financial performance of an organization, by acting as a resource which can be utilised by the firm in order to create competitive advantage, thus increasing market share and profitability, and as a competency which can be used in order to improve financial performance by means of increasing customer satisfaction.

Suggested Citation

  • Jurijs Kuznecovs & Tatjana Tambovceva, 2016. "The Importance of Marketing and Its Influence on a Company’s Financial Performance," Eurasian Studies in Business and Economics, in: Mehmet Huseyin Bilgin & Hakan Danis (ed.), Entrepreneurship, Business and Economics - Vol. 2, edition 1, pages 191-206, Springer.
    • Handle: RePEc:spr:eurchp:978-3-319-27573-4_13
    DOI: 10.1007/978-3-319-27573-4_13
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:eurchp:978-3-319-27573-4_13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.