The Importance of Marketing and Its Influence on a Company's Financial Performance

被引：0

作者：

Kuznecovs, Jurijs ^{[1
]}

Tambovceva, Tatjana ^{[2
]}

机构：

[1] BA Sch Business & Finance, Riga, Latvia

[2] Riga Tech Univ, Fac Engn Econ & Management, Riga, Latvia

来源：

ENTREPRENEURSHIP, BUSINESS AND ECONOMICS, VOL 2 | 2016年 / 3-2卷

关键词：

Effectiveness; Marketing; ROMI; Measurement; Financial performance; RESEARCH-AND-DEVELOPMENT; RETURNS;

D O I：

10.1007/978-3-319-27573-4_13

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Recent years have seen an increased appreciation of the importance of marketing and of its significant contribution to financial performance. This paper uses mixed methods research in order to analyse the results collated from a survey and from secondary research in order to evaluate the contribution which is made by marketing to the financial performance of ice-hockey club Dinamo Riga. A random sample of ice-hockey Arena visitors was invited to the survey and there were 1200 respondents involved. The survey and research covers the time period of September 2014 to present time. It is argued that effective marketing strategies are likely to have a positive effect on the financial performance of an organization, by acting as a resource which can be utilised by the firm in order to create competitive advantage, thus increasing market share and profitability, and as a competency which can be used in order to improve financial performance by means of increasing customer satisfaction.

引用

下载

页码：191 / 206

页数：16

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