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Advertising is everywhere. But what are the benefits of marketing for company? Why do most managers start to use variety of marketing strategies to promote the visibility of brand? This study will explore the relationship between the visibility of brand and the financial performance, and to discuss the effect of market strategy on financial performance. This study mainly uses Linear Structure Relation Model (LISREL) to explore the relationship between the latent variables of brand visibility and financial performance. As a result, the study result demonstrates that company can take advantages of adverting and increased market shares to raise the visibility of brand, which will also improve the financial performance. In addition, this study also finds that the capital market liquidity has significant ¡§Full mediation¡¨ to financial performance. For investors, this study can bring them the different ideas about the effect of brand visibility to the financial performance. Marketing information can become an important indicator for investors to make decision. For managers, they can realize the real value of marketing and the contribution of marketing to financial performance from this study. Therefore, we can understand the relationship between marketing and the finance to reach the goal of maximum shareholder¡¦s value.

Zugl.: Berlin, Techn. Univ., Diss.

Master-Arbeit Univ. St. Gallen, 2006.

Techn. Universiẗat, Diss., 2004--Berlin.

It was an age of pursuing customer satisfaction since 1980, and moreover chasing customers` value in 21century. But how can customer satisfaction improve firm`s value? This article combines marketing and finance together through analyzing interaction between customer, systematic risk and cost of capital. The empirical evidence presented in this article implies that customer satisfaction can surely lower systematic risk and there is nonlinear relationship between CSI and systematic risk. Comparing the results for the service and nonservice industry sectors, we observe that, customer satisfaction has a greater effect on systematic risk of service sectors. In addition to satisfaction, the analysis also include advertising expense as another explanatory variable and reveals that when putting satisfaction and advertising expense into model together, systematic risk will be the lowest. When using lisrel model, it shows that customer satisfaction can lower cost of capital through cost of debt and equity together then maximize shareholder`s value.

What do the enterprises concern most now is how the customers value their company. Customer satisfaction is the most important thing for enterprises to focus. Besides, financial statement can not fully reflect the value of the company, we need other information to help us to know value them, and customer satisfaction is such a thing we need. In the past research, they show the relationship between customer satisfaction and equity value. In this article, there is further discussion about this relation- is there any interactive effect between the customer satisfaction and abnormal earning to affect equity value? Would this effect bring incremental information content to help us value the company? The next part of this article is to discompose current customer satisfaction into the former customer satisfaction and the change of customer satisfaction, to see if they both have information content, and if influence abnormal earning and equity value. The main contribute of this article is to have more detail discussion in the information of customer satisfaction. Thus it makes us know more about the customer satisfaction, and give us the other way to think about valuation of the company.

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Advertising has been playing an important role in Marketing for a long time. An effective advertising can help the business to promote their brand and convey the product information to the target consumer successfully. In addition, there are some advantages of advertising haven¡¦t been discovered yet. The purpose of this study is to combine ¡§Marketing¡¨ with ¡§Finance¡¨ to explore the influence of marketing strategies on finance by discussing the relationship between advertising, customer satisfaction and shareholder value. The empirical study finds two important elements influencing on the shareholder value. First, advertising can create the intangible assets such as goodwill and reputation and transform those intangible assets into the cash flow to the business, and then increase the shareholder value. Second, according to the past study asserting that there are positive relationship between the customer satisfaction and shareholder value, this study also gets the positive and significant result. This study applied the LISREL model to verify the relationship between advertising, customer satisfaction and shareholder value through the process of direct and indirect effect on shareholder value. We find that the indirect effect of advertising is significant because the advertising increases shareholder value indirectly by increasing the customer satisfaction. The findings of this study can help the business manager to realize the interactions between ¡§Marketing¡¨ and ¡§Finance¡¨ and to make strategic decision to maximum the shareholder value by noticing that the role of marketing is as important as the financial performance.

Leadership always plays an important role in the growth and performance of an organization. Changes in organizational structure, vision and leadership are inevitable in any institution. Leadership style is a special characteristic that distinguishes a leader from another and this powerful force is what pushes an employee or employees to complete a task that produces maximum results; especially in the banking sector. Survey questionnaires were used in this study as a main method for data collection. The data was analyzed by using the Structural Equation Modeling (SEM) Method using Lisrel software. This research has been conducted to determine the impact of using transformational, relation-oriented and transactional leadership styles and their direct effect on job Satisfaction. A total of one hundred questionnaires were distributed among SEB and Swede bank´s employees and seventy-one fully answered questionnaires were used for statistical analysis. In other words, seventy-one percent of the questionnaires were returned. The results clearly show that leadership style (Relation-oriented, Transactional, and Transformational) have a significantly positive effect on both the employer and employee’s satisfaction with the job. The results indicate that the Transformational approach ads the most contribution toward job satisfaction compared to the Transactional and Relation-oriented styles of leadership.