In this paper, the authors argue that stock options are a highly effective marketing communications (marcoms) medium, which due to their influence on the profitability of the organisation, possess characteristics that should be included in strategic marketing planning for financial and non-financial organisations. This study aims to test whether stock options can be used as a means for marketing strategists to build effective branding and loyalty programmes. It is argued that the strategic role of stock options in marketing decision making adds value in business markets. Stock options play a unique role in marketing and in the achievement of corporate goals and targets. The study is supported by the findings of a questionnaire survey based on a sample of Greek companies, grouped into two categories. The first category consists of the most profitable organisations supplying business markets, listed on the Athens Stock Exchange (ASE) and the second consists of large financial organisations.