Does Marketing Performance Drive Financial Performance?

Abstract

Critics of marketing commonly allude to problems with its accountability and credibility. In order to address these issues, marketing professionals have been called on to demonstrate the contribution of marketing to firm performance. A better understanding of current research in marketing performance can better enable marketing managers to justify its expense. In addition, very limited studies in this area have been conduced in transition economies. Thus, the objective of this research is to examine how marketing drives firms’ financial performance in the context of China, the largest emerging economy in the world.