Market-Based Assets and Shareholder Value: A Framework for Analysis

• Main Authors: SRIVASTAVA, Rajendra Kumar, Shervani, Tasadduq A., Fahey, Liam
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1998
• Subjects: company assets; asset valuation; cash flow; framework; marketing-finance interface; Business; Corporate Finance; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/1261; https://ink.library.smu.edu.sg/context/lkcsb_research/article/2260/viewcontent/1251799.pdf
• Institution: Singapore Management University

The authors develop a conceptual framework of the marketing-finance interface and discuss 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 commingl...