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"Hubungan antara pengeluaran untuk pemasaran dengan performa keuangan perusahaan masih belum jelas. Salah satu alasannya adalah karena peneliti memakai proksi yang kurang tepat seperti beban penjualan, umum dan administrasi yang mengikutkan beban selain pemasaran dan beban iklan yang belum mencakup semua kegiatan pemasaran. Penelitian ini menganalisis hubungan beban pemasaran dengan proksi Marketing Intensity, perbandingan antara beban pemasaran dengan total aset perusahaan, dengan profitabilitas perusahaan ritel di Indonesia dari tahun 2010 sampai 2019. Penelitian ini menggunakan metode estimasi GMM dan regresi efek tetap. Hasil penelitian ini mengungkapkan bahwa Marketing Intensity mempengaruhi performa keuangan secara positif.

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The relationship between marketing spending and financial performance is unclear. One of the reason is because researchers used proxies such as sales, general and administrative expense which includes expenses other than marketing and advertising expense that does not cover all marketing activities. This study analyzes the relationship between marketing expenditure proxy named Marketing Intensity which is comparison between marketing expenses and company’s total assets, and the profitability of retail companies in Indonesia from 2010 to 2019. This study uses the GMM estimation method and fixed effects regression. The results of this study reveal that Marketing Intensity affects financial performance positively.

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"Recently, many researchers have found that their work crosses the borders of design, branding, and marketing. This orientation finds itself in contrast to the generally discipline-delineated world of academic journal publishing, where cross-sector studies often find difficulties in acceptance (design-based work in marketing being particularly poorly represented). This book focuses on service design, including retail and multi-channel marketing matters pertinent to the current age, where physical contact with consumers has resurfaced as an enduring part of the marketing and branding landscape -- complementary to online and virtual worlds. The span of the text goes from what may be regarded as micro-environmental issues of type design and the semiotics of brand meanings towards macro-environmental concerns of city design and ecological threat, all relative to living within any world (and all worlds) that businesses and consumers may co-create or are invited and welcomed to in their own multi-layered experience. "