Marketing Spending and Brand Performance Volatility

Marketing Spending and Brand Performance Volatility

If company revenues fluctuate, the resulting volatility makes it more difficult to project the company’s future revenues and earnings and ensure steady cash-flow. This lessens investor confidence and, as such, can harm the financial health of a brand. So, effective marketing can have undesired finan...

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Bibliographic Details
Main Authors: Fischer Marc, Shin Hyun, Hanssens Dominique M.
Format: Article
Language:English
Published: Sciendo 2018-05-01
Series:GfK Marketing Intelligence Review
Subjects:
Marketing Spending
Revenue Volatility
Cash Flow Volatility
Marketing Metrics
Brand Risk
Online Access:http://www.degruyter.com/view/j/gfkmir.2018.10.issue-1/gfkmir-2018-0008/gfkmir-2018-0008.xml?format=INT
Description
Summary:If company revenues fluctuate, the resulting volatility makes it more difficult to project the company’s future revenues and earnings and ensure steady cash-flow. This lessens investor confidence and, as such, can harm the financial health of a brand. So, effective marketing can have undesired financial side effects.
ISSN:1865-5866

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