Is marketing investment similar cross-industry?
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 3 July 2020
Issue publication date: 8 February 2021
Abstract
Purpose
This paper aims to analyze if the relevance of marketing strategies is the same across 11 industries.
Design/methodology/approach
To reach these objectives, secondary information about 500 companies operating in the USA was analyzed. This information was listed on the US Standard & Poor’s 500-company index (SPX Charts, n.d.), and this information was collected for eight different periods (from 2009 to 2016). In addition, to do a cross-industry analysis, data was collected for 11 different industries. Multiple regression analysis and ANOVA test were applied.
Findings
The results lead us to conclude that marketing strategies vary according to industry.
Originality/value
The added value of this paper is that it elaborates on the marketing-accounting interface to bridge the existing gap. A cross-industry comparison is added while previous research has mainly analyzed specific results for a particular sector. This suggests more accurate valuation techniques for marketers, executives and other stakeholders.
Keywords
Acknowledgements
The authors ackonwledge the open publication US Standard & Poor’s 500.
Citation
Sydney-Hilton, E. and Vila-López, N. (2021), "Is marketing investment similar cross-industry?", Journal of Business & Industrial Marketing, Vol. 36 No. 2, pp. 203-208. https://doi.org/10.1108/JBIM-03-2020-0144
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited