Interrelationship between marketing activities and the financial performance of Huawei
Abstract
Today, modern businesses can not achieve their market presence without having a well-built marketing strategy. The constant revision, supplementation and modification of the strategy are part of the work of the international company. When it comes to information technology, ie the rapid growth and development of this industry requires companies that are part of it to constantly compete with the powerful and widespread competition.
Companies like Huawei are in a constant race against time, competition from all over the world and of course most importantly the desires of consumers. In order to achieve good financial results, it is necessary to constantly develop your strategy and invest in marketing tools. Through marketing, the company will be able to reach the consumer, attract him and of course keep him. In that way the profit will increase and the financial results will be in a good direction.
Downloads
References
[2] Madden, T.J., Fehle, F., & Fournier, S. (2006), “Brands Matter: An Empirical Demonstration of The Creation of Shareholder Value Through Branding”, Journal of the Academy of Marketing Science, 34(2), 224-235.
[3] Baek H.Y. (2014) Effect of Marketing Activities on Financial Performance: An Empirical Analysis. Journal of Marketing Thought 01(02), p. 69-79
[4] Reed H. (2021) How to Choose the Right Platform and Ads for Your Brand. Branding Strategies. bigcommerce.com (Accessed on: 27.01.2022 https://www.bigcommerce.com/blog/social-media-advertising/)
[5] Mayhew C. (2012) Using Publis Relations as a marketing tool. Paraduxmedia.com (Accessed on: 27.01.2022 https://paraduxmedia.com/public-relations-marketing-tool/)
[6] Pedersen C. (2016) How to use PR as a marketing tool. Managemagazin.com (Accessed on: 28.01.2022 https://managemagazine.com/article-bank/public-relations/how-to-use-pr-as-a-marketing-tool/)
[7] Matsuno K. and Mentzer J. (2000), "The Effects of Strategy Type on the Market Orientation-Performance Relationship," Journal of Marketing, 64 (4) 1-16
[8] Gyant N. (2021) 15 Insanely effective sales promotion examples to win more customers. WordStream.com (Accessed on: 28.01.2022 https://www.wordstream.com/blog/ws/2020/10/13/sales-promotion-examples)
[9] Team AmeriCommerce (2020) The 10 top most popular types of sales promotions (Accessed on: 27.01.2022 https://www.americommerce.com/the-top-10-most-popular-types-of-sales-promotions)
[10] Uncles, M. (2005). “Marketing Metrics: A can of worms or the path to enlightenment.” Brand Management. p.412-418
[11] Fetahu E. (2014) DOES MARKETING RELATE TO FINANCE? – “MARKETING IS FINANCE?” THEORETICAL PERCEPTION. European Journal of Business and Economics 9 (2).
[12] Graham, R.C.J.R. & Frankenberger, K.D. (2000), “The Contribution of Changes in Advertising Expenditures to Earnings and Market Values”, Journal of Business Research, 50, 149–155.
[13] Sydney-Hilton, E. & Vila-Lopez, N. (2019), “Are Marketing Strategies Correlated with Financial Outputs? A Longitudinal Study”, Journal of Business & Industrial Marketing, 34(7), 1533-1546.
[14] Graham, R.C. & Frankenberger, K.D. (2011), “The Earnings Effects of Marketing Communication Expenditures During Recessions”, Journal of Advertising, 40 (2), 5-24.
[15] Joshi A. & Hanssens D. M. (2010), “The Direct and İndirect Effects of Advertising Spending on Firm Value”, Journal of Marketing, 74(1), 20-33.
[16] Enright M. (2020) Online advertising can boost revenue. Wolters Kluwer (Accessed on: 28.01.2022 https://www.wolterskluwer.com/en/expert-insights/online-advertising-can-boost-revenue)
[17] Shastri A. (2021) Deep Dive into Huawei`s Millennial marketing strategy: A case study. The digital school (Accessed on: 27.01.2022 https://iide.co/case-studies/marketing-strategy-huawei/)
[18] Murphy C. B. (2022) Understanding the Cash Flow Statement. Investopedia (Accessed on: 28.01.2022 https://www.investopedia.com/investing/what-is-a-cash-flow-statement/)