Marketing through the eyes of senior management: Insights from Fortune 500 reporting

Johanna Frösén; David W. Stewart

doi:10.1080/10696679.2021.1994421

Marketing through the eyes of senior management: Insights from Fortune 500 reporting

Johanna Frösén^*, David W. Stewart

^*Huvudförfattare för detta arbete

Marknadsföring, Helsingfors

Forskningsoutput: Tidskriftsbidrag › Artikel › Vetenskaplig › Peer review

1 Citeringar (Scopus)

Sammanfattning

Building on an in-depth content analysis of letters to shareholders in the annual reports of 54 Fortune 500 firms, this study examines the types of marketing information currently being highlighted to stakeholders external to the firm. The study identifies seven types of marketing assets: customer relationships, other value network relationships, societal relationships, reputational assets, marketing information, offering-related assets, and market position. The study also reveals three distinct profiles of firms’ reporting. The findings shed empirical light on aspects of marketing that diverse firms perceive as meriting disclosure to external stakeholders, thereby providing insights into how senior management perceives marketing.

Originalspråk	Engelska
Referentgranskad vetenskaplig tidskrift	Journal of Marketing Theory and Practice
Volym	31
Nummer	1
Sidor (från-till)	75-96
Antal sidor	22
ISSN	1069-6679
DOI	https://doi.org/10.1080/10696679.2021.1994421
Status	Publicerad - 11.01.2022
MoE-publikationstyp	A1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

512 Företagsekonomi

Åtkomst av dokument

10.1080/10696679.2021.1994421Licens: CC BY

Marketing through the eyes of senior management Insights from Fortune 500 reportingPublicerad version, 1,2 MBLicens: CC BY

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Reporting Marketing Performance: Exploring Practices of Leading Firms
Frösén, J. (Kontaktperson) & Stewart, D. (Arbetspartner)
Liikesivistysrahasto
01.01.2018 → 31.12.2018
Projekt: Externt finansierat projekt

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Marketing through the eyes of senior management: Insights from Fortune 500 reporting

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Reporting Marketing Performance: Exploring Practices of Leading Firms

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