With a personal background in marketing and investing, that led to asking the obvious:
It’s a challenge to understand how, because the three disciplines involved- marketing, business strategy and finance- are treated very individually. But some practitioners have unusually linked up the disciplines and so help to make a connection between customers and shareholders (listed below for further reading).
In learning from them, perhaps the real question might be: How can marketing better coordinate itself with business strategy, to grow the value of a company?
The reason is best explained here:
“The roots of marketing involved the company and its customer, while the roots of strategy involved the company and its competitors. But as the practice of each scrolled forward over time, they converged.
Marketers figured out that the crux of the issue was product, price, promotion and place relative to competition… with some set of customers.
Strategists figured out that beating competition entailed having intimate knowledge of exactly what customers wanted, so that the capabilities they invested in would actually meet a customer need in a way that would result in better performance than that of competitors.
When these two realizations manifested themselves, the line between marketing and strategy disappear. Good marketing and good strategy are both about… enabling the company to outperform its competitors with a particular set of customers.
The very best companies in the world have eschewed an unproductive distinction between marketing and strategy, and P&G is one of them. That is one of the reasons why ‘Playing to Win’ is co-written by its CEO.”
Roger Martin writing for HBR blog. Professor at Rotman School of Management and co-author of “Playing to Win: How Strategy Really Works” with Alan Lafley (P&G’s CEO).
A selection who have linked up the disciplines.
Marketing with Finance.
Value-based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value Peter Doyle.
Marketing Due Diligence: Reconnecting Strategy to Share Price Malcolm McDonald, Keith Ward & Brian Smith.
Marketing and Finance: Creating Shareholder Value
Malcolm McDonald, Keith Ward & Brian Smith.
Strategy with Marketing.
Playing to Win: How Strategy Really Works
Alan Lafley & Roger Martin.
Strategy from the Outside In: Profiting from Customer Value
George Day & C. Moorman.
Strategy with Finance.
The Little Book That Builds Wealth: The Knockout Formula for Finding Great Investments
All Strategy is Local. Bruce Greenwald and Judd Kahn.
Competition Demystified: A Radically Simplified Approach to Business Strategy
Bruce Greenwald and Judd Kahn.
Profit from the Core: A Return to Growth in Turbulent Times Chris Zook with James Allen.
A selection of investor Warren Buffett’s references to Competitive Advantages.
Creating Shareholder Value: A Guide for Managers and Investors Alfred Rappaport.