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Journals / Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi / 2021 / Cilt: 9 - Sayı: 1

The Impact of Marketing on The Business Performance of Companies: A Literature Review

Pazarlamanın Şirketlerin İş Performansı Üzerindeki Etkisi: Bir Literatür Taraması

A.Selçuk KÖYLÜOĞLU
Petek TOSUN
Mesut DOĞAN
Pages
63–74
Publication Date
2022-10-11
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

This study contributes to the literature by summarizing theresearch findings on the effects of marketing investments on business performance.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The technology-based global competition environment that pushes businesses to constructivetransformation in order to ensure customer satisfaction has further increased the importance ofmarketing capabilities in business strategies.
📊
Key Findings & Data:The purpose of the literature review is to summarizethe previous studies about marketing-financial performance nexus.
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Conclusion & Impact:This study contributes to the literature by summarizing theresearch findings on the effects of marketing investments on business performance.
🔬Design:Review & Systematic Survey
📍Scope:2019 Verileri
⚙️Variables:Domain Parameters

Abstract

The technology-based global competition environment that pushes businesses to constructivetransformation in order to ensure customer satisfaction has further increased the importance ofmarketing capabilities in business strategies. The purpose of the literature review is to summarizethe previous studies about marketing-financial performance nexus. Studies that were publishedbetween 1969 and 2019 could be reached from the EBSCO database were included in the literaturereview. A significant number of studies conducted in different countries have shown that marketingspending is an investment that creates value for the company and has a positive impact on firmprofitability, firm value or firm sales. This study contributes to the literature by summarizing theresearch findings on the effects of marketing investments on business performance.

Özet

Müşteri memnuniyetini sağlamak için işletmeleri konstrüktif transformasyona iten teknoloji tabanlı küresel rekabet ortamı, pazarlama yeteneklerinin işletme stratejilerindeki önemini daha da artırmıştır. Bu çıkış noktasından hareketle kurgulanan literatür incelemesinin amacı, pazarlamafinansal performans ilişkisine ait daha önceki çalışmaları özetlemektir. Literatür taramasına 1969- 2019 yılları arasında yayımlanan ve EBSCO veri tabanından ulaşılabilen çalışmalar dahil edilmiştir. Farklı ülkelerde yapılan önemli sayıda araştırma, pazarlama harcamalarının şirket için değer yaratan ve firma kârlılığı, firma değeri ya da firma satışları üzerinde olumlu etkisi olan bir yatırım olduğunu göstermiştir. Önemli bir konuya odaklanan bu çalışma, pazarlama yatırımlarının işletme performansı üzerindeki etkilerine ilişkin araştırma bulgularını özetleyerek, literatüre katkıda bulunmaktadır.

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Cite This Article

KÖYLÜOĞLU, A., TOSUN, P., DOĞAN, M. (2022). The Impact of Marketing on The Business Performance of Companies: A Literature Review. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, Cilt: 9 - Sayı: 1, 63–74. https://ajindex.com/articles/439698

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