Knowledge Management in the Marketing Finance System: Opportunities and Gaps

In today’s globalized and digitalized world, the effectiveness of marketing finance largely depends on the ability of companies to integrate knowledge management (KM) into their financial decision-making processes. The article explores the conceptual and practical aspects of combining KM systems with financial and marketing tools, in particular in the context of assessing the effectiveness of marketing investments using ROMI (Return on Marketing Investment), CLV (Customer Lifetime Value), and CE (Customer Equity). The paper analyzes existing approaches to knowledge management in marketing finance and identifies their limitations, including the fragmented use of analytical tools, insufficient integration of internal and external sources of knowledge, and the lack of feedback mechanisms. A conceptual model for integrating knowledge management into the marketing finance process is proposed, which involves a cyclical movement of data from collection and structuring in the knowledge base to financial interpretation, budgeting and investment scenarios, and subsequent post-campaign analysis with knowledge base updates. Key types of knowledge (analytical, customer, market, financial) and indicative indicators for assessing the impact of knowledge on the effectiveness of marketing investments have been identified. Barriers and risks to the implementation of KM in the financial and marketing context, including organizational, technological and cultural, have also been identified. The results of the study have practical significance for business, science and education, as they offer a new methodology for integrating knowledge into the decision-making process regarding marketing financing, which increases the accuracy of forecasts, reduces financial risks and ensures the sustainable development of marketing strategies.