MARKETING STRATEGY: MARKETING EXPENSE CONTRIBUTION TO PROFITABILITY (STUDY ON TELECOMMUNICATION COMPANY)

Totok, Haryanto (2018) MARKETING STRATEGY: MARKETING EXPENSE CONTRIBUTION TO PROFITABILITY (STUDY ON TELECOMMUNICATION COMPANY). Proceeding International Conference of Business, Accounting and Economy (ICBAE UMP 2018).

	Text (COVER DAN DAFTAR ISI) 0. COVER dan Daftar Isi.pdf Download (1MB)
	Text (FULL TEXT) 25. MARKETING STRATEGY MARKETING EXPENSE CONTRIBUTION TO.pdf Download (1MB)

Abstract

In several previous research mentioned that there is influence between marketing expenses to profitability and firm value. However, some stakeholders and practitioners perceive that the budget for marketing expenses has already overspent, which means it is assumed that marketing expenses are very high cost and difficult to measure. In this research, will be analyzed about the contribution of marketing expenses to profitability of telecommunication company in Indonesia. Profitability is proxyed as profit margin on sales (PM on Sales), return on assets (ROA), break event point (BEP), and return on equity (ROE). This study also aims to give an idea that marketing activities in which there are marketing expenses, make a positive contribution to corporate profits.

Actions (login required)

View Item