Estimating the Long-term Contributions of Small Buisness Marketing Expenditures

While small business owners and managers typically recognize the long-term benefits of many types of capital expenditures, the potential long-term benefits of marketing expenditures are frequently overlooked. This situation is true even though expenditures on marketing frequently yield sales revenue to firms over several periods. This paper introduces and examines three relatively low-cost approaches that small business owners may use as aids in estimating the aggregate value of marketing expenditures.