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Marketing Investments and Business Performance Metrics Reciprocal Impact in the Context of Public Companies

Student: Dolotenkova Anna

Supervisor: Sergey P. Kazakov

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2019

Competitive markets in the 21st century impose strict requirements on companies to maintain and gain market share and financial success. The search by companies for ways to win the heart of the consumer results in the development of their own goods and services and their subsequent promotion. Despite the long history of marketing as a science and a way of developing relations with customers, leading to sales growth, sometimes marketing as a field of activity within a company is perceived as a source of costs. This attitude is explained by the difficult-to-evaluate role of marketing in the sales structure. However, experts tend to argue that marketing costs should not be viewed as empty costs, but as investments whose profitability must be carefully controlled. As part of the master's thesis, a model of the relationship between marketing expenditures on the financial performance of public companies leading their activities in the Russian Federation has been built. taking into account the various fields of activity of public companies. This goal setting allows us to make an assumption about the size of the optimal marketing costs, as well as about the best channels for promoting specific areas of activity.

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