How does financial performance affect marketing? studying the marketing-finance relationship from a dynamic perspective

Mitchell J. Lovett, Jason B. MacDonald

Research output: Contribution to journalArticlepeer-review

34 Scopus citations

Abstract

In this article, the authors provide a dynamic framework for understanding the relationship between marketing and financial performance. They suggest that firms market to financial markets as well as to consumption markets and that some mixture provides superior long-term performance. The authors discuss the potential pitfalls of overemphasizing one market to the detriment of another and then provide a theoretical model of the factors that influence the extent of marketing to financial markets. This is followed by a discussion of implications for theory, practice, and future research.

Original languageEnglish
Pages (from-to)476-485
Number of pages10
JournalJournal of the Academy of Marketing Science
Volume33
Issue number4
DOIs
StatePublished - Sep 2005

Keywords

  • Financial performance
  • Market value
  • Marketing
  • Shareholders
  • Stakeholder salience

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