Marketing Meets Finance

48 Pages Posted: 30 Jan 2007

Date Written: January 27, 2007


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.

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

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

Suggested Citation

Cook, Victor J. and Moult, William and Spaeth, Jim, Marketing Meets Finance (January 27, 2007). Available at SSRN: or

William Moult

Sequent Partners ( email )

New York City, NY
United States

Jim Spaeth

Sequent Partners ( email )

New York City, NY
United States

No contact information is available for Victor J. Cook

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