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No. 10 (2025)
Marketing

Articles

FINANCIAL CASH FLOWS AND STRATEGIC MARKETING INTEGRATION OF JOINT STOCK COMPANIES

Published 2025-10-31

Authors
Masharipova Shahlo Adambaevna
Affiliation
PhD, associate professor, independent researcher of Tashkent State University of Economics
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Abstract

This article examines the theoretical foundations of integrating marketing strategies with financial cash flows in the activities of joint -stock companies. The study analyzes the interrelationship between marketing and finance and their impact on corporate value, profit, and cash flow stability. Particular attention is given to the CLV , CBCV , and ROI models, which link marketing decisions to financial outcomes. The results indicate that managing marketing as an integral part of investment activity enhances corporate sustainability, increases shareholder value, and improves overall financial performance.

Keywords

marketing strategy, financial flows, integration, CLV, ROI, CBCV, joint-stock company, corporate value

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