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: Suggested Citation