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

Pazarlamanın Şirketlerin İş Performansı Üzerindeki Etkisi: Bir Literatür Taraması

A. Selçuk Köylüoğlu, Petek Tosun and Mesut Doğan

EconStor Open Access Articles and Book Chapters, 2021, vol. 9, issue 1, 63-74

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.

Keywords: Marketing; Marketing Instruments; Business Performance; Financial Performance (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/230627/1/anemon763875-1186839.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:espost:230627

DOI: 10.18506/anemon.763875

Access Statistics for this article

More articles in EconStor Open Access Articles and Book Chapters from ZBW - Leibniz Information Centre for Economics Contact information at EDIRC.
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().