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Linking Marketing Outcomes to Financial Performance

  • David W. StewartEmail author
Chapter
Part of the Palgrave Studies in Marketing, Organizations and Society book series (PSMOS)

Abstract

This chapter focuses on the linkages between intermediate marketing outcomes and financial performance. Linking marketing activities and expenditures to cash flow requires three things: (1) the story of how marketing activities and expenditures influence sales or margins; (2) a baseline that indicates what sales would be without marketing activity and expenditures; and (3) a set of intermediate outcome measures that are reliable predictors or antecedents of financial results. This chapter examines these three elements of the marketing/finance linkage.

References

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.College of Business AdministrationLoyola Marymount UniversityLos AngelesUSA

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