A marketing perspective on the impact of financial and non-financial measures on shareholder value

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dc.contributor.authorTerblanche, Nic S.en_ZA
dc.contributor.authorGerber, Charleneen_ZA
dc.contributor.authorErasmus, Pierreen_ZA
dc.contributor.authorSchmidt, Deliaen_ZA
dc.date.accessioned2014-07-07T12:32:19Z
dc.date.available2014-07-07T12:32:19Z
dc.date.issued2013
dc.descriptionCITATION: Terblanche, N. S., Gerber, C., Erasmus, P. & Schmidt, D. 2013. A marketing perspective on the impact of financial and non-financial measures on shareholder value. South African Journal of Economic and Management Sciences, 16(2):216-230.en_ZA
dc.descriptionThe original publication is available at http://www.sajems.org
dc.descriptionEkonomiese En Bestuurswetenskappe
dc.descriptionOndernemingsbestuur
dc.description.abstractThe pressure for financial accountability contributed to widespread concern about the function of marketing within the company. Consequently, marketers have become preoccupied with measuring the performance of marketing activity. Diverse financial and non-financial methods have been developed to provide evidence of how marketing activity impacts on the bottom line. This article proposes an approach whereby financial and non-financial performance measures are combined to measure the contribution of marketing to sales. Secondary data from two retail brands within the same industry were analysed whereby actual accounting data were adjusted to examine the link between marketing expenditures, specifically with regard to the 4Ps (typical non-financial measures), and sales. The results of the time series regression showed that the nature of the relationship between marketing expenditures and sales is dependent largely on the product characteristics. The link between marketing and sales depicted serves as a starting point from which to build a more robust measurement tool incorporating financial and non-financial marketing performance measures that will serve to justify investment in the marketing of a brand.en_ZA
dc.description.abstractjfl201606
dc.description.urihttp://www.sajems.org/index.php/sajems/article/view/368
dc.description.versionPublisher's versionen_ZA
dc.format.extent15 pages
dc.identifier.citationTerblanche, N.S., Gerber, C., Erasmus, P. & Schmidt, D. 2013. A marketing perspective on the impact of financial and non-financial measures on shareholder value. South African Journal of Economic and Management Sciences, 16(2):216-230.en_ZA
dc.identifier.issn2222-3436 (Online)
dc.identifier.urihttp://hdl.handle.net/10019.1/94567
dc.languageen_ZA
dc.publisherUniversity of Pretoriaen_ZA
dc.rights.holderUniversity of Pretoriaen_ZA
dc.subjectMarketing -- Managementen_ZA
dc.subjectMarketing -- Evaluationen_ZA
dc.titleA marketing perspective on the impact of financial and non-financial measures on shareholder valueen_ZA
dc.typeArticleen_ZA
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