Abstract

http://ssrn.com/abstract=959862
 
 

References (32)



 


 



Marketing Meets Finance


Victor J. Cook Jr.


Tulane University - A.B. Freeman School of Business

William Moult


Sequent Partners

Jim Spaeth


Sequent Partners

January 27, 2007


Abstract:     
Both marketing and finance are about maximizing shareholder returns. Since finance operates at the enterprise level so must marketing, if the two disciplines are to meet. The link is that selling, general and administrative expenses often capture all the costs of the people involved in creating and managing enterprise marketing resources. We show how enterprise marketing management can maximize returns on these expenses, improve the quality of earnings, and contribute to shareholder value in the pharmaceutical industry.

Number of Pages in PDF File: 48

Keywords: Marketing, finance, SG&A expenses, R&D, advertising, marketing risk, earnings quality, stock valuation

JEL Classification: D21, G21, G31, L21, M21, M30, M41

working papers series





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Date posted: January 30, 2007  

Suggested Citation

Cook, Victor J. and Moult, William and Spaeth, Jim, Marketing Meets Finance (January 27, 2007). Available at SSRN: http://ssrn.com/abstract=959862 or http://dx.doi.org/10.2139/ssrn.959862

Contact Information

Victor J. Cook Jr. (Contact Author)
Tulane University - A.B. Freeman School of Business ( email )
7 McAlister Drive
New Orleans, LA 70118
United States
William Moult
Sequent Partners ( email )
New York City, NY
United States
Jim Spaeth
Sequent Partners ( email )
New York City, NY
United States
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