The Perfect Marketeer – A Coordinator between Customer and Financial Market Focus
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Several recent studies in the marketing and accounting discipline document that marketeers’ activities are critically monitored by investors who base their decisions upon them. Consequently, a marketeer must incorporate an investor’s mindset. In this article we discuss which marketing measures are relevant for investors in public listed companies. Furthermore, we analyse – based on a unique dataset – in which industries marketeers are under special observation by investors and analysts.
One of the most recognised strategists in management science, Michael Porter, describes marketing as one of the most important functions of a firm: marketeers have to bear responsibility for future sales and profitability with a strong focus on the firm‘s competitive positioning. However, Porter (1992) also argues that a prerequisite for marketing actions is strong support by the firm‘s owners – the financiers of corporate initiatives and actions.
The fact that investors actively care about marketing...
KeywordsCustomer Satisfaction Brand Equity Marketing Action Financial Analyst Investor Relation
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