<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
<p>The optimal marketing behaviors derived with and without volatility calculations will be quite different. Analytically savvy companies will be able to gain competitive advantage from this realization.</p>
</abstract>

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.
The optimal marketing behaviors derived with and without volatility calculations will be quite different. Analytically savvy companies will be able to gain competitive advantage from this realization.

Marketing Spending and Brand Performance Volatility

University of Cologne, Germany and University of Technology

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"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...

Marketing Spending and Brand Performance Volatility

Data publikacji: 20 kwi 2018

Zakres stron: 46 - 51

DOI: https://doi.org/10.2478/gfkmir-2018-0008

Słowa kluczowe
Marketing Spending, Revenue Volatility, Cash Flow Volatility, Marketing Metrics, Brand Risk

© 2018 Marc Fischer et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Marketing Spending and Brand Performance Volatility

Data publikacji: 20 kwi 2018

Zakres stron: 46 - 51

DOI: https://doi.org/10.2478/gfkmir-2018-0008

Słowa kluczoweMarketing Spending, Revenue Volatility, Cash Flow Volatility, Marketing Metrics, Brand Risk

© 2018 Marc Fischer et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Słowa kluczowe
Marketing Spending, Revenue Volatility, Cash Flow Volatility, Marketing Metrics, Brand Risk