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Title: Marketing and corporate profitability: the case of Greek firms
Authors: Panigyrakis, George G. 
Kapareliotis, Ilias 
Ventoura, Zoe 
Keywords: Greece;Marketing strategy;Profit maximization;Research and development
Category: Media and Communications
Field: Social Sciences
Issue Date: 25-Sep-2009
Source: Managerial Finance, Volume 35, Issue 11, 25 September 2009, Pages 909-917
Journal: Managerial Finance 
Abstract: © 2009, © Emerald Group Publishing Limited. Purpose – The purpose of this paper is to investigate the contribution of marketing and research and development (R&D) strategies to the profitability of Greek companies. Design/methodology/approach – With the use of secondary data the current research uses variables related to advertising and branding and also R&D expenses for Greek companies. Findings – Results show that there is no significant relationship between R&D intensity and profitability. R&D is not a leading factor to profitability, despite what the literature review supports. Originality/value – Different variables contribute to a company's profitability. There is little research related to the impact of corporate profitability and marketing. The present study is a first attempt to measure the impact of marketing activities and the corporate profitability on the Greek business environment.
ISSN: 03074358
DOI: 10.1108/03074350910993782
Rights: © 2019 Emerald Publishing Limited
Type: Article
Appears in Collections:Άρθρα/Articles

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