A marketing perspective on the impact of financial and non-financial measures on shareholder value
South African Journal of Economic and Management Sciences
| Field | Value | |
| Title | A marketing perspective on the impact of financial and non-financial measures on shareholder value | |
| Creator | Gerber, Charlene Erasmus, Pierre D Terblanche, Nic S Schmidt, Delia | |
| Description | The pressure for financial accountability contributed to widespread concern about the function of marketing within the company. Consequently, marketers have become preoccupied with measuring the performance of marketing activity. Diverse financial and non-financial methods have been developed to provide evidence of how marketing activity impacts on the bottom line. This article proposes an approach whereby financial and non-financial performance measures are combined to measure the contribution of marketing to sales. Secondary data from two retail brands within the same industry were analysed whereby actual accounting data were adjusted to examine the link between marketing expenditures, specifically with regard to the 4Ps (typical non-financial measures), and sales. The results of the time series regression showed that the nature of the relationship between marketing expenditures and sales is dependent largely on the product characteristics. The link between marketing and sales depicted serves as a starting point from which to build a more robust measurement tool incorporating financial and non-financial marketing performance measures that will serve to justify investment in the marketing of a brand. | |
| Publisher | AOSIS Publishing | |
| Date | 2013-05-31 | |
| Identifier | 10.4102/sajems.v16i2.368 | |
| Source | South African Journal of Economic and Management Sciences; Vol 16, No 2 (2013); 216-230 2222-3436 1015-8812 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajems.org/index.php/sajems/article/view/368/238
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