Marketing Strategies And Firm Value : A Reseach Proposal

Mohd Waliuddin, Mohd Razali and Kartinah, Ayupp and Sia Kai, Tan (2023) Marketing Strategies And Firm Value : A Reseach Proposal. In: BORNEO BUSINESS RESEARCH CONFERENCE (BRRC 2023), 23 August 2023, Raia Hotel Convention Centre, Kuching.

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Abstract

Nowadays, marketing is getting more important to all the company who wish to promote their products or service, building the strong brand in the customer’s mind, and building the relationship with the customers in the market. Through of Marketing strategies also, company can increase their firm value due to marketing strategies can helping the firm to increase the sales volume, market share and enhancing their profitability. The main objective in this study is to examine the impact of marketing strategies toward the company firm value. To do so, industrial product and service that listed in Bursa Malaysia will be taken as the population to collect the data regarding with their marketing expenditure on 2018 to 2021. Furthermore, this paper also intent to examine other factors that impact the firm value such as firm size, profitability, firm growth, debt structure, and dividend policy.

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