Marketing Effectiveness and Profitability

This theme includes research on measured and perceived effects of marketing activities for the company, other stakeholders and society.


Responsible faculty member:


Prof. Jaakko Aspara


Specific topics

  • Marketing metrics and accountability
  • Service productivity, relationship productivity
  • Return on relationships
  • Sales-marketing interface and effectiveness
  • Corporate marketing in financial markets; investor perceptions of brands and marketing activities
  • Pricing models; interactions of price and other promotional variables


Focus industries studied in the area

  • Financial services and banking industry
  • FMCG industry
  • Entertainment and events industry
  • Public services sector
  • Welfare services sector
  • Healthcare industry
2017, 'Follow for follow: marketing of a start-up company on Instagram', Journal of Small Business and Enterprise Development, vol. 24, no. 3, pp. 468-484.
2017, 'Pricing strategy', Journal of Business Research, vol. 78, no. September, pp. 101-110.
2015, 'Selling losers and keeping winners', Marketing Letters, vol. 26, no. 2, pp. 201-211.
2015, 'Service productivity as mutual learning', International Journal of Quality and Service Sciences, vol. 7, no. 2-3, pp. 296-311.
2014, 'Do institutional investors pay attention to customer satisfaction, and why?', Journal of the Academy of Marketing Science, vol. 42, no. 2, pp. 119-136.
2014, 'Naturally designed for masculinity vs. femininity?', International Journal of Research in Marketing, vol. 31, no. 1, pp. 117-121.
2012, 'Return on relationships:', Journal of Business & Industrial Marketing, vol. 27, no. 5, pp. 344-359.