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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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    References listed on IDEAS

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    1. Eric von Hippel, 1994. ""Sticky Information" and the Locus of Problem Solving: Implications for Innovation," Management Science, INFORMS, pages 429-439.
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    Cited by:

    1. 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.
    2. 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.
    3. repec:rss:jnljms:v2i12p5 is not listed on IDEAS
    4. 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.

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