TY - JOUR
T1 - How does financial performance affect marketing? studying the marketing-finance relationship from a dynamic perspective
AU - Lovett, Mitchell J.
AU - MacDonald, Jason B.
PY - 2005/9
Y1 - 2005/9
N2 - 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.
AB - 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.
KW - Financial performance
KW - Market value
KW - Marketing
KW - Shareholders
KW - Stakeholder salience
UR - http://www.scopus.com/inward/record.url?scp=28644448769&partnerID=8YFLogxK
U2 - 10.1177/0092070305277382
DO - 10.1177/0092070305277382
M3 - Article
AN - SCOPUS:28644448769
SN - 0092-0703
VL - 33
SP - 476
EP - 485
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
IS - 4
ER -