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The Impact of Marketing on the Business Performance of Companies: A Literature Review

Year 2021, Volume: 9 Issue: 1, 63 - 74, 22.02.2021
https://doi.org/10.18506/anemon.763875

Abstract

The technology-based global competition environment that pushes businesses to constructive transformation in order to ensure customer satisfaction has further increased the importance of marketing capabilities in business strategies. The purpose of the literature review is to summarize the previous studies about marketing-financial performance nexus. Studies that were published between 1969 and 2019 could be reached from the EBSCO database were included in the literature review. A significant number of studies conducted in different countries have shown that marketing spending is an investment that creates value for the company and has a positive impact on firm profitability, firm value or firm sales. This study contributes to the literature by summarizing the research findings on the effects of marketing investments on business performance.

References

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Pazarlamanın Şirketlerin İş Performansı Üzerindeki Etkisi: Bir Literatür Taraması

Year 2021, Volume: 9 Issue: 1, 63 - 74, 22.02.2021
https://doi.org/10.18506/anemon.763875

Abstract

Müşteri memnuniyetini sağlamak için işletmeleri konstrüktif transformasyona iten teknoloji tabanlı küresel rekabet ortamı, pazarlama yeteneklerinin işletme stratejilerindeki önemini daha da artırmıştır. Bu çıkış noktasından hareketle kurgulanan literatür incelemesinin amacı, pazarlama-finansal performans ilişkisine ait daha önceki çalışmaları özetlemektir. Literatür taramasına 1969-2019 yılları arasında yayımlanan ve EBSCO veri tabanından ulaşılabilen çalışmalar dahil edilmiştir. Farklı ülkelerde yapılan önemli sayıda araştırma, pazarlama harcamalarının şirket için değer yaratan ve firma kârlılığı, firma değeri ya da firma satışları üzerinde olumlu etkisi olan bir yatırım olduğunu göstermiştir. Önemli bir konuya odaklanan bu çalışma, pazarlama yatırımlarının işletme performansı üzerindeki etkilerine ilişkin araştırma bulgularını özetleyerek, literatüre katkıda bulunmaktadır.

References

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  • Aaker, D.A., & Jacobson, R. (1994), “The Financial Information Content of Perceived Quality”, Journal of Marketing Research, 31(2), 191-201.
  • Abbott, A.J., Lawler, K.A., & Ling, M.C.H. (1997), “Advertising Investments in The UK Brewing Industry: An Empirical Analysis”, Economic Issues, 2, 55–66.
  • Abbott, W. F. & Monsen, J. R. (1979), “On The Measurement Of Corporate Social Responsibility: Self–Reported Disclosure as a Method of Measuring Corporate Social İnvolvement”, Academy of Management Journal, 22, 501–515.
  • Abdel-Khalik, A. R. (1975), “Advertising Effectiveness and Accounting Policies”, The Accounting Review, 50, 657-670.
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  • Cheng, C.S.A. & Chen, C.J.P. (1997), “Firm Valuation of Advertising Expense: An İnvestigation Of Scaler Effects, Managerial Finance”, 23, 41–62.
  • Choi, J., Kwak, Y., & Choe, C. (2010), “Corporate Social Responsibility and Corporate Financial Performance: Evidence From Korea”, MPRA Paper No. 22159.
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There are 105 citations in total.

Details

Primary Language English
Journal Section Research Article
Authors

A.selçuk Köylüoğlu 0000-0003-0359-1443

Petek Tosun 0000-0002-9228-8907

Mesut Doğan 0000-0001-6879-1361

Publication Date February 22, 2021
Acceptance Date November 24, 2020
Published in Issue Year 2021 Volume: 9 Issue: 1

Cite

APA Köylüoğlu, A., Tosun, P., & Doğan, M. (2021). The Impact of Marketing on the Business Performance of Companies: A Literature Review. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 9(1), 63-74. https://doi.org/10.18506/anemon.763875

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.