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首页> 外文期刊>Journal of Business Research >How can a shareholder value approach improve marketing's strategic influence?
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How can a shareholder value approach improve marketing's strategic influence?

机译：股东价值方法如何提高营销的战略影响力？

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摘要

For many marketers, the world of corporate finance, and shareholder value in particular, remains a peripheral issue. Accordingly, marketing's influence at the top management and board level continues to languish. A more synergistic marketing-finance relationship, we argue, rests on answers to two questions: What can marketing do for shareholder value; and what can a shareholder value approach do for marketing? Some valuable work on how marketing contributes to shareholder value has been conducted. But marketing's failure to incorporate current financial valuation techniques and properly demonstrate its contribution to financial market performance suggests that the latter question remains open. We address this question and set out a framework for understanding the contribution shareholder value can make to marketing. Particular emphasis is placed on the opportunities that arise for marketing from embracing and incorporating shareholder value principles and metrics.
机译：对于许多营销人员而言，公司财务，尤其是股东价值，仍然是一个外围问题。因此，营销在高层管理人员和董事会一级的影响力继续减弱。我们认为，一种更为协同的营销与财务关系取决于两个问题的答案：营销可以为股东价值做什么？股东价值方法对营销有什么作用？关于营销如何为股东价值做出贡献的一些有价值的工作已经进行。但是，市场营销未能采用当前的财务评估技术，无法正确证明其对金融市场绩效的贡献，这表明后一个问题仍然存在。我们解决了这个问题，并建立了一个框架，以了解股东价值可以对营销做出的贡献。尤其强调拥抱和纳入股东价值原则和指标所带来的营销机会。

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