In the current economy, organizations focus on responses to customer needs; corporate value creation, share growth and working capital. Therefore, organizations combine marketing and financial management with efficient decision making because of 3 management decision areas: margin management issues enable organizations to create shareholder value drivers. Shareholder value drivers growth, profitability, productivity and economic cash flow. Implementation of shareholder value criteria culminates in a return to the shareholders. Shareholders are particularly concerned in this aspect and set it to investment criteria. Business firms that want to be a success have to develop a marketing approach to create shareholder value. Marketing approaches are based on an analysis process. The analysis process has 3 stages, (1) market opportunity analysis (2) shareholder value/strategic marketing: opportunity evaluation (3) shareholder value/strategic marketing: performance evaluation. Marketing and financial management produce optimal efficiency and create value for the organization and all other stakeholders; shareholders, employees and customers.