Examining the Relationship between Marketing Strategies and Financial Measures, An Applied Study on the Egyptian market

Abstract

The relevance of marketing to explain financial success has been seldom investigated. The main aim of this study is to examine the importance of investing in different marketing strategies from a financial prospective, showing if there is a linkage between adopted marketing strategies and improving financial results. The objectives of the study are two folds; first to examine if listed companies in Egyptian index are investing more on marketing during the last nine years? Then to analyse whether the correlations between the examined marketing strategies and financial indicators/outputs increased with time? Insights to answers of those questions can help to whether recommend or not to managers, the use of those marketing tools if they want to improve their financial success. Methodology – To reach these objectives, secondary information about the largest 30 companies operating in the Egyptian Stock Market in terms of liquidity and market capitalization and comprising the EGX30 index were analysed. This information was derived primarily from Refinitiv Eikon database and from the companies published data. Data were collected for nine different periods of time (from year 2014 to year 2022). Multiple regression analysis and ANOVA tests were used. Findings – First, one marketing investment strategy (communication) out of the two examined (Communication and pricing) has displayed a significant and incremental change over time. The other marketing investment decision (pricing strategy) has not increased its importance with time. Second, for the two investment decisions (communication and price), correlations found with financial measures have strengthened over time.