An empirical study of benchmarking marketing efforts
by Mehir Kumar Baidya; Bipasha Maity
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 5, No. 2, 2019

Abstract: Shareholder value is non-negotiable in business. Marketing managers' should devise a marketing mix to create shareholder value. This work takes a modest attempt to devise and suggest a simplistic approach for managers of how to benchmark marketing efforts to maximise shareholder value. A quantitative research approach was taken into consideration. Four hypotheses were framed. Data on sales, advertising, and price were gathered from ten brands in a category over ten year. Thereafter, a hybrid regression model was fitted to data. Results reveal that the actual-points and the optimal-points of price and advertising are not equal in all nine cases in the pair-wise analyses. Findings of this research should guide managers to benchmark right price-point and right advertising-expenditures-point which indeed will maximise shareholder value of brand in question. This paper contributes to marketing because it highlights the role of marketing efforts in shareholder value creation and maximisation.

Online publication date: Fri, 02-Aug-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Forecasting and Marketing Intelligence (IJBFMI):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email