Abstract:

This study investigates the effect of marketing intensity on firm performance and whether this effect is differentiated in terms of food and metal industry sectors. For this purpose, 462 observations were used over the annual data of 21 food and 21 metal products, machinery and equipment firms listed in Stock Exchange Istanbul (BIST) 100 index between 2005 and 2015. In the study, panel data regression models were analyzed by applying constant effect regression method. According to the obtained results, there is a positive and statistically significant effect of marketing intensity on the PD/DD. However this effect is positive up to a certain point, and negative after that point. In the food and metal products, machinery and equipment sectors is differentiated of marketing intensity on PD/DD. It has been determined that the ratio of marketing expenditures to sales in the metal products, machinery and equipment sector affects PD/DD in the positive direction and higher level than the food sector.

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