Investing in marketing: Why marketing should be considered an investment rather than an expenditure

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Marketing strategies have a significant impact on company performance and financial success. Choosing the right one, and accounting for expenditure on it as an investment, can significantly boost competitive advantage.

Originality

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2019), "Investing in marketing: Why marketing should be considered an investment rather than an expenditure", Strategic Direction, Vol. 35 No. 11, pp. 10-11. https://doi.org/10.1108/SD-08-2019-0157