Marketing Investments and Market Investments in Industrial Networks

Abstract A large and increasing share of company resources is devoted to marketing activities. To a large extent those activities are of a long term nature. There are long term, intertemporal dependence relations between marketing activities and their consequences. It is important both for marketing practice and marketing theory to develop tools for analyses of such relations in marketing. In business, intertemporal relations are frequently analysed within an investment process framework and it seems fruitful to apply such a framework to the analysis of marketing activities. The main purpose of this article is to make such an analysis.