Proposition to Evaluate the Results of the Marketing Communications Program Under Organisations’ Value-Creation Perspective
Autor(a) principal: | |
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Data de Publicação: | 2010 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12612 |
Resumo: | It is currently being observed that there is a steep increase in the level of demand for administrators to maximize their return of capital invested by shareholders. Furthermore, marketing managers must attempt to increase the value of various companies, and, for that, the evaluation of the investments in the field is paramount. With the objective of contributing to the studies establishing the relationship between marketing and value-based management, this study demonstrated the possibility of evaluating the results originating from the marketing communication activities, based upon a proposition of indicators that could relate communication investments and the companys sales with the analysis of value within organizations. Beginning with the initial proposal of utilising indicators, and considering the body of literature on marketing metrics, this exploratory field research involved in-depth interviews with specialists in the fields of marketing, finance and corporative and strategic planning. Besides the interviews, the field research also involved the elaboration of a case study to illustrate the usage of the proposed indicators, accordingly revised derived from the interviews. As a result, it was demonstrated that the possibility of applying indicators to the evaluation of a marketing communications plan through the analysis of the creation of value descending from the actions taken by the plan, especially those relating to a companys operational profit. The example of the usage of indicators allowed us to observe that, although the marketing communications actions levered a companys operational profit, in 0.034% of cases studied, these actions did not contribute to the increase in value of the companys business. Therefore, together with these indicators, parameters were also proposed to evaluate the addition of value based on the level of investment in marketing communications throughout a pre-determined analysed period. |
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Proposition to Evaluate the Results of the Marketing Communications Program Under Organisations’ Value-Creation PerspectiveProposta de Avaliação dos Resultados do Programa de Comunicações de Marketing Sob a Perspectiva da Criação de Valor Para as OrganizaçõesMarketing Communication; Value Based Management; Marketing Metrics.comunicação de marketing, gestão baseada em valor, métricas em marketing.It is currently being observed that there is a steep increase in the level of demand for administrators to maximize their return of capital invested by shareholders. Furthermore, marketing managers must attempt to increase the value of various companies, and, for that, the evaluation of the investments in the field is paramount. With the objective of contributing to the studies establishing the relationship between marketing and value-based management, this study demonstrated the possibility of evaluating the results originating from the marketing communication activities, based upon a proposition of indicators that could relate communication investments and the companys sales with the analysis of value within organizations. Beginning with the initial proposal of utilising indicators, and considering the body of literature on marketing metrics, this exploratory field research involved in-depth interviews with specialists in the fields of marketing, finance and corporative and strategic planning. Besides the interviews, the field research also involved the elaboration of a case study to illustrate the usage of the proposed indicators, accordingly revised derived from the interviews. As a result, it was demonstrated that the possibility of applying indicators to the evaluation of a marketing communications plan through the analysis of the creation of value descending from the actions taken by the plan, especially those relating to a companys operational profit. The example of the usage of indicators allowed us to observe that, although the marketing communications actions levered a companys operational profit, in 0.034% of cases studied, these actions did not contribute to the increase in value of the companys business. Therefore, together with these indicators, parameters were also proposed to evaluate the addition of value based on the level of investment in marketing communications throughout a pre-determined analysed period.Cada vez mais percebida uma ntida ascenso do nvel de exigncia que os administradores recebem para maximizao do retorno do capital investido pelos acionistas. Nesse sentido, os gestores de marketing devem buscar gerar valor s empresas onde atuam e, para isso, a avaliao dos investimentos na rea fundamental. Com a finalidade de contribuir com os estudos que estabelecem a relao entre marketing e a gesto baseada em valor, no presente artigo foi demonstrada uma possibilidade de se avaliar os resultados provenientes das atividades de comunicao de marketing a partir da proposta de indicadores que relacionam os investimentos em comunicaes e as vendas da empresa com a anlise da criao de valor nas organizaes. A partir de uma proposta inicial de indicadores, considerando o embasamento da literatura revisada sobre mtricas em marketing, a pesquisa de campo, exploratria, ocorreu envolvendo entrevistas em profundidade que permitiram validar e incrementar o estudo junto a alguns especialistas da rea de marketing, finanas corporativas e planejamento estratgico. Alm das entrevistas, a pesquisa de campo envolveu, tambm, a elaborao de um estudo de caso para ilustrar a aplicao dos indicadores propostos j revisados conforme os resultados das entrevistas. Como resultado, foi demonstrada a possibilidade de serem aplicados indicadores para a avaliao do plano de comunicao de marketing de maneira a analisar a criao de valor proveniente das aes do plano, principalmente relacionados ao lucro operacional das empresas. A partir do exemplo de aplicao dos indicadores observou-se que, apesar das aes de comunicao de marketing terem alavancado o lucro operacional da empresa em 0,034%, essas aes no contriburam para que houvesse a criao de valor ao negcio da empresa. Portanto, juntamente com os indicadores tambm foram propostos parmetros para se avaliar a criao de valor a partir do nvel de investimento em comunicaes de marketing em um determinado perodo analisado.DOI: 10.5585/remark.v9i2.2170Universidade Nove de Julho - Uninove2010-10-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1261210.5585/remark.v9i2.2170ReMark - Revista Brasileira de Marketing; v. 9, n. 2 (2010): maio - agosto; 137-1652177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12612/6160Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessGuissoni, Leandro AngottiNeves, Marcos FavaBonizio, Roni Cleber2019-06-21T14:39:37Zoai:https://periodicos.uninove.br:article/12612Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:39:37REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Proposition to Evaluate the Results of the Marketing Communications Program Under Organisations’ Value-Creation Perspective Proposta de Avaliação dos Resultados do Programa de Comunicações de Marketing Sob a Perspectiva da Criação de Valor Para as Organizações |
title |
Proposition to Evaluate the Results of the Marketing Communications Program Under Organisations’ Value-Creation Perspective |
spellingShingle |
Proposition to Evaluate the Results of the Marketing Communications Program Under Organisations’ Value-Creation Perspective Guissoni, Leandro Angotti Marketing Communication; Value Based Management; Marketing Metrics. comunicação de marketing, gestão baseada em valor, métricas em marketing. |
title_short |
Proposition to Evaluate the Results of the Marketing Communications Program Under Organisations’ Value-Creation Perspective |
title_full |
Proposition to Evaluate the Results of the Marketing Communications Program Under Organisations’ Value-Creation Perspective |
title_fullStr |
Proposition to Evaluate the Results of the Marketing Communications Program Under Organisations’ Value-Creation Perspective |
title_full_unstemmed |
Proposition to Evaluate the Results of the Marketing Communications Program Under Organisations’ Value-Creation Perspective |
title_sort |
Proposition to Evaluate the Results of the Marketing Communications Program Under Organisations’ Value-Creation Perspective |
author |
Guissoni, Leandro Angotti |
author_facet |
Guissoni, Leandro Angotti Neves, Marcos Fava Bonizio, Roni Cleber |
author_role |
author |
author2 |
Neves, Marcos Fava Bonizio, Roni Cleber |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Guissoni, Leandro Angotti Neves, Marcos Fava Bonizio, Roni Cleber |
dc.subject.por.fl_str_mv |
Marketing Communication; Value Based Management; Marketing Metrics. comunicação de marketing, gestão baseada em valor, métricas em marketing. |
topic |
Marketing Communication; Value Based Management; Marketing Metrics. comunicação de marketing, gestão baseada em valor, métricas em marketing. |
description |
It is currently being observed that there is a steep increase in the level of demand for administrators to maximize their return of capital invested by shareholders. Furthermore, marketing managers must attempt to increase the value of various companies, and, for that, the evaluation of the investments in the field is paramount. With the objective of contributing to the studies establishing the relationship between marketing and value-based management, this study demonstrated the possibility of evaluating the results originating from the marketing communication activities, based upon a proposition of indicators that could relate communication investments and the companys sales with the analysis of value within organizations. Beginning with the initial proposal of utilising indicators, and considering the body of literature on marketing metrics, this exploratory field research involved in-depth interviews with specialists in the fields of marketing, finance and corporative and strategic planning. Besides the interviews, the field research also involved the elaboration of a case study to illustrate the usage of the proposed indicators, accordingly revised derived from the interviews. As a result, it was demonstrated that the possibility of applying indicators to the evaluation of a marketing communications plan through the analysis of the creation of value descending from the actions taken by the plan, especially those relating to a companys operational profit. The example of the usage of indicators allowed us to observe that, although the marketing communications actions levered a companys operational profit, in 0.034% of cases studied, these actions did not contribute to the increase in value of the companys business. Therefore, together with these indicators, parameters were also proposed to evaluate the addition of value based on the level of investment in marketing communications throughout a pre-determined analysed period. |
publishDate |
2010 |
dc.date.none.fl_str_mv |
2010-10-06 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12612 10.5585/remark.v9i2.2170 |
url |
https://periodicos.uninove.br/remark/article/view/12612 |
identifier_str_mv |
10.5585/remark.v9i2.2170 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12612/6160 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 9, n. 2 (2010): maio - agosto; 137-165 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138642631852032 |