Market-based assets and shareholder value: a framework for analysis

Deskripsi

A study develops a conceptual framework of the marketing-finance interface and discuses its implications for the theory and practice of marketing. The framework proposes that marketing is concerned with the task of developing and managing market-based assets, or assets that arise from the commingling of the firm with entities in its external environment. Examples of market-based assets include customers relationships, channel relationships and partner relationships. Market-based assets, in turn increase shareholder value by accelerating and enhancing cash flows, lowering the volatility and vulnerability of cash flows and increasing the residual value of cash flows.Hardcopy