Evaluation of the Marketing Influence on the Investment Attractiveness of the Company

Elena Tyutyukina (), Inna Lukashenko, Tatyana Sedash, Kristina Ivanushkina and Anatoly Danilov
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Elena Tyutyukina: Department of Corporate Finance and Corporate Governance, Financial University under the Government of Russian Federation, Moscow, Russia

Journal of Reviews on Global Economics, 2018, vol. 7, 740-751

Abstract: The study considers marketing activities of companies and their influence on the companies’ investment attractiveness. Based on the role and content of marketing in modern conditions, the authors evaluate investment attractiveness by indicators characterizing cash flows and efficiency of the company's activities. Two companies and set of criteria were selected to assess the impact of marketing on their investment attractiveness. Correlation analysis revealed the indicators which are influenced by marketing technologies most of all. Evaluation of the impact of the company's marketing activities on investment attractiveness showed certain methodological problems, which require further research.

Keywords: Investment attractiveness of the company; marketing influence. (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:lif:jrgelg:v:7:y:2018:p:740-751

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