Please use this identifier to cite or link to this item: http://hdl.handle.net/2440/39832
Type: Conference paper
Title: Increasing marketing's contribution through value creation
Author: Goodman, S.
Citation: ANZMAC 2004 : marketing accountabilities and responsibilities : proceedings, 29 November-1 December 2004 / J. Wiley and P. Thirkell (eds.)
Publisher: ANZMAC
Publisher Place: New Zealand
Issue Date: 2004
ISBN: 0475122143
Conference Name: Australian & New Zealand Marketing Academy Conference (2004 : Victoria University of Wellington)
Abstract: This conceptual paper seeks to assert that marketing has a role in the greater management domain and to outline a basis for empirical research to contribute to growing knowledge. To address this, the literature is examined to outline the fundamental concepts that underlie commerce activity, namely exchange and value as well the key drivers of cost and benefit. In doing so, this paper suggests that marketing has a role to play as the ‘benefit’ component in the value equation; value equals benefit minus cost. An emphasis on a ratio value exchange (V=B/C) has possibly left business focusing on the denominator, whereas a subtractive value equation offers a way to integrate accounting, management and marketing as a firm adopts a value orientation. As benefits are the outcome of activities and together with costs and benefits drive the value equation a system view of the network of exchanges is worthy of investigation. It is highlighted that research needs to be undertaken to develop this notion further. Further research may also assist marketing to (re)gain its position through integrating its capabilities and learning within the broader business and management domain.
RMID: 0020073363
Appears in Collections:Business School publications

Files in This Item:
There are no files associated with this item.


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.