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Keywords: Marketing investment
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Journal Articles
Investing in marketing: Why marketing should be considered an investment rather than an expenditure
Available to Purchase
Journal:
Strategic Direction
Strategic Direction (2019) 35 (11): 10–11.
Published: 01 October 2019
... marketing investments information would be beneficial for companies. Following this, out of the seven financial measures noted above, market capitalization was observed to have a significant influence on the marketing capabilities of companies. Therefore, market capitalization should be considered as a key...
