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

Author

Listed:
  • Elena Tyutyukina

    (Department of Corporate Finance and Corporate Governance, Financial University under the Government of Russian Federation, Moscow, Russia)

  • Inna Lukashenko
  • Tatyana Sedash
  • Kristina Ivanushkina
  • Anatoly Danilov

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.

Suggested Citation

  • Elena Tyutyukina & Inna Lukashenko & Tatyana Sedash & Kristina Ivanushkina & Anatoly Danilov, 2018. "Evaluation of the Marketing Influence on the Investment Attractiveness of the Company," Journal of Reviews on Global Economics, Lifescience Global, vol. 7, pages 740-751.
    • Handle: RePEc:lif:jrgelg:v:7:y:2018:p:740-751
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