Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.11779/1418
Title: The Impact of Marketing on the Business Performance of Companies: a Literature Review
Other Titles: Pazarlamanın Şirketlerin İş Performansı Üzerindeki Etkisi: Bir Literatür Taraması
Authors: Köylüoğlu, A. Selçuk
Doğan, Mesut
Tosun, Petek
Keywords: Financial Performance
Marketing Instruments
Business Performance
marketing
Source: Köylüoğlu, A. S., Tosun, P., and Doğan, M. (2021). The impact of marketing on the business performance of companies: A literature review. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi. 9(1), ss.63-70.
Abstract: The technology-based global competition environment that pushes businesses to constructive transformation in order to ensure customer satisfaction has further increased the importance of marketing capabilities in business strategies. The purpose of the literature review is to summarize the previous studies about marketing-financial performance nexus. Studies that were published between 1969 and 2019 could be reached from the EBSCO database were included in the literature review. A significant number of studies conducted in different countries have shown that marketing spending is an investment that creates value for the company and has a positive impact on firm profitability, firm value or firm sales. This study contributes to the literature by summarizing the research findings on the effects of marketing investments on business performance.
URI: https://hdl.handle.net/20.500.11779/1418
http://dx.doi.org/10.18506/anemon.763875
ISSN: 2149-4622
Appears in Collections:İşletme Bölümü Koleksiyonu
TR-Dizin İndeksli Yayınlar Koleksiyonu / TR Dizin Indexed Publications Collection

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