Financially Integrated Marketing Strategy: A Proposed Model

Abstract

Organizations face a difficult challenge in managing the elements required to maintain their long-term viability and to maximize the value of the firm. The primary activities that enable a firm to achieve these objectives include developing an effective marketing strategy, creating shareholder wealth, and attracting investment capital. These elements have not previously been combined into a comprehensive framework, although calls have been made in the literature for such an effort. In this paper a marketing strategy perspective is utilized to develop a model that encompasses these important elements.

Additional information

Notes on contributors

Thomas L. Powers

Thomas L. Powers received his Ph.D. from Michigan State University and is professor of marketing in the Graduate School of Business at the University of Alabama at Birmingham. His has published in several journals including Management International Review, Journal of Business Research, Journal of Business Logistics, Industrial Marketing Management, The Journal of Personal Selling and Sales Management, Production and Inventory Management Journal, and The Journal of Health Care Marketing. His current research interests include innovation and its impact on U.S. global competitiveness.

Ricardo P. Leal

Ricardo P. Leal is a visiting assistant professor of finance at Georgetown University in Washington, D.C. He received his Ph.D. from the Graduate Business School at the Federal University of Rio de Janeiro in Brazil. He has published in Financial Management, Management International Review, and Business Horizons as well as in several Brazilian academic journals. His current research interests include the emerging stock markets of Asia and Latin America, Initial Public Offerings, and international competitiveness and integration issues.