Journal articles: 'Marketing assets'

1

Wilson, Richard M. S. "Accounting for Marketing Assets." European Journal of Marketing 20, no. 1 (January 1986): 51–74. http://dx.doi.org/10.1108/eum0000000004628.

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Chukurna, Olena. "Methodical Approach to Accounting Intangible Assets and Brand Values in Marketing Pricing." Marketing and Digital Technologies 4, no. 3 (September 25, 2020): 63–72. http://dx.doi.org/10.15276/mdt.4.3.2020.7.

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The article presents a methodological approach to the valuation of intangible assets and brand value in marketing pricing policy. This approach takes into account the specifics of the formation of intangible assets and sources of brand value in the B2B markets. It was proposed a modified ROI (Return on Investment) to assess the effectiveness of the brand promotion system as an intangible asset. It was proved the interrelation of an estimation of efficiency of marketing activity with pricing on the basis of the complex account of quantitative and qualitative characteristics of the goods. With the help of the BEST-marketing program, the most important quality characteristics of engineering products in the B2B market have been identified. Keywords: marketing pricing, brand valuation, intangible assets, B2B market, machine-building industry.

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Kuznetsov, S. Yu. "ANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP." Strategic decisions and risk management, no. 3 (November 2, 2014): 86–94. http://dx.doi.org/10.17747/2078-8886-2011-3-86-94.

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We describe turnaround marketing strategy in the form of a strategic map with several levels of formalization (strategic planning, marketing policy through investment and asset management, marketing tools, marketing business intelligence, organizational structure). At the second level strategy map shows the marketing policy aimed at the reconstruction of old and/or acquisition of new marketing assets: marketing research assets, brand equity, customer loyalty, strategic pipeline partnerships – through effective marketing investments in the consumers (their selection, acquisition, retention, growth).

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Manikas, Andrew S., Pankaj C. Patel, and Pejvak Oghazi. "Dynamic capital asset accumulation and value of intangible assets: An operations management perspective." Journal of Business Research 103 (October 2019): 119–29. http://dx.doi.org/10.1016/j.jbusres.2019.06.014.

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Pawlak, Kim. "Tips for Marketing Gifts of Retirement Assets." Major Gifts Report 24, no. 1 (December 2, 2021): 8. http://dx.doi.org/10.1002/mgr.31848.

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Qureshi, Ishtiaq Hussain. "Marketing Assets: A Framework for Differential Advantage." Asian Journal of Management 8, no. 2 (2017): 220. http://dx.doi.org/10.5958/2321-5763.2017.00034.8.

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Guilding, C., and R. Pike. "Intangible Marketing Assets: A Managerial Accounting Perspective." Accounting and Business Research 21, no. 81 (December 1990): 41–49. http://dx.doi.org/10.1080/00014788.1990.9729402.

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Hise, Richard T. "Evaluating Marketing Assets in Mergers and Acquisitions." Journal of Business Strategy 12, no. 4 (April 1991): 46–51. http://dx.doi.org/10.1108/eb039430.

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Gorton, Gary B., and George G. Pennacchi. "Banks and loan sales Marketing nonmarketable assets." Journal of Monetary Economics 35, no. 3 (June 1995): 389–411. http://dx.doi.org/10.1016/0304-3932(95)01199-x.

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Krasovska,, O. "CONSUMER PERCEPTION OF MARKETING ASSETS OF THE ENTERPRISE." Ekonomika ta derzhava, no. 12 (December 28, 2018): 21. http://dx.doi.org/10.32702/2306-6806.2018.12.21.

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Lisnichenko, O. "CONSUMER PERCEPTION OF MARKETING ASSETS OF THE ENTERPRISE." Ekonomika ta derzhava, no. 12 (December 28, 2018): 25. http://dx.doi.org/10.32702/2306-6806.2018.12.25.

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Berger, Paul D., Ruth N. Bolton, Douglas Bowman, Elten Briggs, V. Kumar, A. Parasuraman, and Creed Terry. "Marketing Actions and the Value of Customer Assets." Journal of Service Research 5, no. 1 (August 2002): 39–54. http://dx.doi.org/10.1177/1094670502005001005.

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Sacui, Violeta, and Franca Dumitru. "Market-based Assets. Building Value through Marketing Investments." Procedia - Social and Behavioral Sciences 124 (March 2014): 157–64. http://dx.doi.org/10.1016/j.sbspro.2014.02.472.

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Yang, Defeng, Ping Zhao, Runping Lou, and Haiying Wei. "Environmental marketing strategy effects on market-based assets." Total Quality Management & Business Excellence 24, no. 5-6 (June 2013): 707–18. http://dx.doi.org/10.1080/14783363.2013.776763.

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15

Romero, Jaime, and María J. Yagüe. "Marketing assets: Relating brand equity and customer equity." Intangible Capital 12, no. 2 (March 17, 2016): 591. http://dx.doi.org/10.3926/ic.727.

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Purpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketing activities build these intangible assets simultaneously. In contrast, others suggest that brand equity is an antecedent of customer equity. In this research, we aim to shed light about the relationship between brand equity and customer equity, by empirically testing these two alternative explanations. Design/methodology/approach: We propose four research models that reflect these two alternatives explanations regarding the link between brand equity and customer equity. In order to estimate these models we employ Structural Equations Modelling. We measure model variables using data collected through a survey to marketing managers of services companies that operate in Spain. We compare these four research models in terms of explanatory power and goodness of fit. Findings: Our results indicate that the models that correspond to the simultaneity approach have a higher explanatory power and goodness of fit than the models that suggest that brand equity is an antecedent of customer equity, thus supporting that these intangible assets are built by marketing activities at the same time. Research limitations/implications: Our results recommend caution when interpreting previous research about the effects of brand (customer) equity, as they might indeed correspond to customer (brand) management. Similarly, future research focusing on customer and brand management need to take into account both managerial areas in their studies. Practical implications: From a practitioners’ point of view, our findings suggest adopting a brand-customer portfolio approach to enhance company profitability. Similarly, we derive implications for firm valuation processes, which incorporate brand equity and customer equity in their calculations. Originality/value: We empirically study the relationship between brand equity and customer equity, while previous research has analyzed this topic only at a theoretical level. Clarifying this link enriches our comprehension about how companies build these marketing intangible assets and increases the accuracy of firm valuation processes.

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Maibach, Edward W., Connie Roser-Renouf, and Anthony Leiserowitz. "Communication and Marketing As Climate Change–Intervention Assets." American Journal of Preventive Medicine 35, no. 5 (November 2008): 488–500. http://dx.doi.org/10.1016/j.amepre.2008.08.016.

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Srivastava, Rajendra K., Tasadduq A. Shervani, and Liam Fahey. "Market-Based Assets and Shareholder Value: A Framework for Analysis." Journal of Marketing 62, no. 1 (January 1998): 2–18. http://dx.doi.org/10.1177/002224299806200102.

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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 commingling of the firm with entities in its external environment. Examples of market-based assets include customer 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.

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Jalkala, Anne, and Risto T. Salminen. "Practices and functions of customer reference marketing — Leveraging customer references as marketing assets." Industrial Marketing Management 39, no. 6 (August 2010): 975–85. http://dx.doi.org/10.1016/j.indmarman.2010.06.017.

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Ponomarenko, Roman. "THE EVALUATION OF MARKETING ASSETS INFLUENCE ON THE EFFECTIVENESS OF INTERNATIONAL COMPANIES." Management Theory and Studies for Rural Business and Infrastructure Development 38, no. 3 (September 29, 2016): 281–94. http://dx.doi.org/10.15544/mts.2016.23.

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In the age of total dematerialization of global business the process of international company asset evaluation (especially its financial and managerial aspects) becomes more complex. Taking into account the modern economic context it is harder for professional marketers to asset the potential, strategic output of available company resource management and especially marketing activities. Therefore, this paper addresses the following problem: what are the key prospects of marketing asset usage in the modern strategic management and what is the degree of their influence on the effectiveness of international companies? This paper aims to identify the key elements of marketing asset system and its impact on the company performance by analyzing the correlation between key ratings, which evaluate the quality of every asset management and the profit dynamics of relevant international companies during 2010–2015. The results of detailed analysis indicate the greatest impact of such assets as brands, marketing information system, marketing strategy and alliance-based assets on the company performance.

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Keiningham, Timothy L., Lerzan Aksoy, and David Bejou. "The Future of Managing Customers as Assets." Journal of Relationship Marketing 5, no. 2-3 (October 15, 2006): 133–38. http://dx.doi.org/10.1300/j366v05n02_08.

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Zavalii, Tetiana, Olga Vikarchuk, and Constantinos Constantinou. "Do marketing-related intangible assets affect the company's net income?" Public Policy and Accounting, no. 1(5) (May 3, 2022): 3–14. http://dx.doi.org/10.26642/ppa-2022-1(4)-3-14.

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The study examines the correlation between marketing-related intangible assets and net income for the last reporting periodof 100 U.S. stock market leaders. Given that 102 companies were included in this ranking, but not all of them reported thenecessary information for the calculations, the sample for regression analysis was 44 companies. Based on information onmarketing-related intangible assets available in the companies’ reports, we concluded that the hypothesis that marketingrelated intangible assets determine net income is rejected because this factor is considered insignificant (Model 1). Of the fouranalyzed models, Model 4 is optimal for further use, which confirms the significant impact of marketing costs (expenses) onthe company’s net income. Our study makes two important contributions. First, the regression analysis based on the reportingdata of companies refutes the hypothesis that marketing-related intangible assets affect the company’s net income. Second,the proposed model (Model 4) confirms the significant impact of marketing expenses (costs) on net income, which leads toappropriate recommendations for further improvement of this model.

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Reibstein, David J. "Closing the Gap between Marketing and Finance: The Link to Driving Wise Marketing Investment." GfK Marketing Intelligence Review 7, no. 1 (May 1, 2015): 22–27. http://dx.doi.org/10.1515/gfkmir-2015-0003.

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Abstract Unlike a couple of decades ago, today the majority of a firm’s value is in intangible assets. Marketing carries the primary responsibility for most of these intangible. Therefore, it is imperative to understand how marketing expenditures are linked to these intangible assets and that increasing the value of intangible assets is in the interest of both marketing and finance. It is not always easy to demonstrate this link, and many marketing departments still struggle to prove the financial returns of their activities. Too often marketers rely on typical marketing metrics, like awareness or preferences, whereas finance is more concerned about market results like profit, cash flow or EBITDA. Rather than letting marketing budgets be cut during economic downturns, marketing managers should learn to show the value marketing brings to the firm. The key for marketers is learning to speak the financial language of the firm and helping train the rest of the organization to understand the longer-term financial assets resulting from marketing.

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23

Satt, Harit, and Ahmed Tamek. "Marketing intangible assets and credit ratings, evidence from MENA." Risk Governance and Control: Financial Markets and Institutions 7, no. 2 (2017): 214–23. http://dx.doi.org/10.22495/rgcv7i2c1p9.

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This paper aims to link the level of intangible incorporeal assets to the level of debt. In my 14 years analysis (from 2002 to 2015), We have designated 600 companies from MENA countries in order to build the model. In order to identify how the excessive amounts of incorporeal resources characterizes the probability of bringing lower cost of debt, We have connected a Probit relapse study. Therefore, it has been proven that the level of incorporeal assets has an important influence on the interest rate. That is, obtaining great amounts of incorporeal assets expands the organization’s odds to have more favorable credit terms and hence lower interest rate. Additional affirmation to the lenders’ rights shields was included through the results, also its effect on the cost of debt.

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Katengeza, Samson P., Julius Juma Okello, and Noel Jambo. "Use of Mobile Phone Technology in Agricultural Marketing." International Journal of ICT Research and Development in Africa 2, no. 2 (July 2011): 14–25. http://dx.doi.org/10.4018/jictrda.2011070102.

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The mobile phone technology is an important tool to enhance farmers’ access to better paying agricultural markets. The study reports the results of a household study in Mwanza, Dedza and Mzimba Districts of Malawi. The study assesses drivers of adoption of mobile phone technology for agricultural marketing by smallholder farmers. The study used regression techniques to identify drivers and extent of mobile phone use. Results show that use is positively affected by literacy, distance to local market, land size, current value of assets, crop income, and region variations but negatively influenced by access to electricity. Intensity of use is conditioned by gender, participation in agricultural projects, ownership of a mobile phone, current asset value, distance to nearest public phone services, and region variations. Asset endowment plays a critical role in enhancing adoption of mobile phone technology. Gender disparities significantly affect adoption as most women have limited access to assets. The study suggests the need to improve farmers’ access to mobile phones for agricultural marketing. It recommends that government, in collaboration with mobile network operators, should reduce calling tariffs to enhance use, gender disparities in accessing assets should be minimised, and investment in supporting infrastructure must be enhanced.

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Dyhdalewicz, Anna, and Urszula Widelska. "Accouting and marketing dimensions of innovations." e-Finanse 13, no. 2 (December 1, 2017): 1–13. http://dx.doi.org/10.1515/fiqf-2016-0018.

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AbstractInnovations are an important, although imprecise conceptual category. They are perceived differently depending on the accepted scientific perspective. The article verifies the concept of innovation in terms of marketing and accounting. The main aim of the paper is to identify problems and formulate preliminary research hypotheses connected to the integration of the accounting and marketing functions of an enterprise within the context of the assessment of innovative activities conducted by the entity. Additionally, it is the authors’ intention to draw attention to similarities and differences that occur between the regulations of the national accounting law and the approach of marketing within this domain. For the purposes of the research it has been hypothesized that the integration of the accounting and marketing functions of en enterprise concerning innovation is limited because of different perceptions of sources and results of innovation within these two fields. Assessments of the innovativeness of the same enterprise from the perspective of marketing and from the perspective of accounting are different. This aim has been realized through the use of scientific description based on the analysis of literature concerned mainly with marketing innovation. The perspective of accounting innovation was also analyzed through a literature study and using a comparison study of chosen accounting regulations contained in the Polish Accounting Act and the International Accounting Standard 38 „Intangible Assets”. In conclusion it should be stated that accounting has not defined the concept of „innovation” nor, for the purposes of financial reporting, has not isolated innovation as an asset. In accounting, assets associated with the concept of innovation include intangible assets and tangible resources in fixed assets. Considering the presented approaches to innovation a distinct relationship on the type of incurred expenditures can be noticed: whether the expenses had been incurred for internally generated assets or for their acquisition. Only acquired resources and costs of completed development and development work in progress are a common part for these concepts. The presented initial stage of research also confirmed that from the perspective of accounting and marketing the assessment of the innovation level of an enterprise is not identical. It is assumed that the integration of the accounting and marketing functions within a company may have a positive effect on the process of information management.

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Hua, Nan, Basak Denizci, Anna S. Mattila, and Arun Upneja. "Marketing Outlays: Important Intangible Assets in the Hotel Industry?" Journal of Quality Assurance in Hospitality & Tourism 8, no. 4 (June 2008): 61–76. http://dx.doi.org/10.1080/15280080802103110.

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Dvoryashina, M. M. "Customer Assets of a Company: The Marketing-Finance Interface." Journal of the Ural State University of Economics 70, no. 2 (2017): 51–60. http://dx.doi.org/10.29141/2073-1019-2017-14-2-5.

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Kawamura, Enrique. "Investors’s distrust and the marketing of new financial assets." Quarterly Review of Economics and Finance 44, no. 2 (May 2004): 265–95. http://dx.doi.org/10.1016/s1062-9769(03)00003-6.

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Rese, Mario, and Valerie Herter. "Der Einfluss von Marketing Assets auf den Shareholder Value." Marketing Review St. Gallen 25, no. 2 (February 2008): 14–17. http://dx.doi.org/10.1007/s11621-008-0019-9.

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Akroush, Mamoun N. "The mediation effect of marketing expertise on marketing assets and capabilities toward financial performance." International Journal of Internet Marketing and Advertising 6, no. 4 (2011): 373. http://dx.doi.org/10.1504/ijima.2011.043657.

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Akbari, Morteza, Pantea Foroudi, Maryam Khodayari, Rahime Zaman Fashami, Zahra Shahabaldini parizi, and Elmira Shahriari. "Sharing Your Assets: A Holistic Review of Sharing Economy." Journal of Business Research 140 (February 2022): 604–25. http://dx.doi.org/10.1016/j.jbusres.2021.11.027.

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Howard Finch, J., Richard C. Becherer, and Richard Casavant. "An option‐based approach for pricing perishable services assets." Journal of Services Marketing 12, no. 6 (December 1998): 473–83. http://dx.doi.org/10.1108/08876049810242759.

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Persson, Andreas, and Lynette Ryals. "Customer assets and customer equity: Management and measurement issues." Marketing Theory 10, no. 4 (December 2010): 417–36. http://dx.doi.org/10.1177/1470593110382828.

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Barrett, T. F. "Why Not, Why and How to Value Intangible Marketing Assets." European Journal of Marketing 20, no. 1 (January 1986): 32–50. http://dx.doi.org/10.1108/eum0000000004627.

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Line, Nathaniel D., and Rodney C. Runyan. "Destination marketing and the service-dominant logic: A resource-based operationalization of strategic marketing assets." Tourism Management 43 (August 2014): 91–102. http://dx.doi.org/10.1016/j.tourman.2014.01.024.

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Inn, Kim. "Plan for city identity establishment and city marketing the case of Kimpo city." Dela, no. 21 (December 1, 2004): 233–40. http://dx.doi.org/10.4312/dela.21.233-240.

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The purpose of this study is to provide theoretical methods and practical strategies of crea-ting city identity, and to utilize them as basic tools of city management. Place marketing consists of two parts, place assets making and place promotion. Place asset making is the process of making the place-specific advantage or attractiveness and the place promotion is the process that makes notice of it. The place marketing debates and strategies is quite often confined to partial place marketing, the search for the tactical method of place promotion. However, this study examines the characteristics of full place marketing focused on the place making such as the background, concept, category, participants and principles of place making. This study finds out that the originality, specificity, and indispensability of place asset is the source of competitive advantage. The principles of place asset making are participation, learning and experience, and leadership and networks among actors. The policy implication of this study is that it is most important for the success of place marke-ting to make competitive assets and eventual city identity.

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Kotkovskyі, Volodymyr S., Olena V. Nieizviestna, and Іnessa V. Shapovalova. "Marketing estimation of financing techniques efficiency using securitization of assets." Economies' Horizons, no. 3(6) (November 30, 2018): 35–42. http://dx.doi.org/10.31499/2616-5236.3(6).2018.156314.

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Blois, Keith, and Rafael Ramirez. "Capabilities as marketable assets: A proposal for a functional categorization." Industrial Marketing Management 35, no. 8 (November 2006): 1027–31. http://dx.doi.org/10.1016/j.indmarman.2006.06.004.

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Zaichkowsky, Judith Lynne, Myles Parlee, and Jeanette Hill. "Managing industrial brand equity: Developing tangible benefits for intangible assets." Industrial Marketing Management 39, no. 5 (July 2010): 776–83. http://dx.doi.org/10.1016/j.indmarman.2010.02.017.

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Brown, Dalila, Pantea Foroudi, and Khalid Hafeez. "Marketing management capability: the construct and its dimensions." Qualitative Market Research: An International Journal 22, no. 5 (November 11, 2019): 609–37. http://dx.doi.org/10.1108/qmr-10-2017-0131.

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Purpose This paper aims to explore the relationship between corporate cultural/intangible assets and marketing capabilities by examining managers’ and entrepreneurs’ perceptions in a retail setting. Design/methodology/approach Nineteen face-to-face interviews were conducted with UK small and medium sized enterprise (SMEs) managers and entrepreneurs to identify six sub-capabilities that form marketing capability. The authors further validated the relationship between marketing sub-capabilities and its antecedent tangible and intangible assets. The qualitative approach used provided a deeper insight into the motivations, perceptions and associations of the stakeholders behind these intangible concepts, and their relationships with their customers. Findings The research identified that there is a strong relationship between tangible and intangible assets, their components and the following capabilities: corporate/brand identity management, market sensing, customer relationship, social media/communication, design/innovation management and performance management. In addition, companies need to understand clearly what tangible and intangible assets comprise these capabilities. Where performance management is one of the key internal capabilities, companies must highlight the importance of strong cultural assets that substantially contribute to a company’s performance. Originality/value Previous work on dynamic capability analysis is too generic, predominantly relating to the manufacturing sector, and/or focussing on using a single case study example. This study extends the concept of marketing capability in a retail setting by identifying six sub-capabilities and describing the relationship of each with tangible and intangible assets. Through extensive qualitative analysis, the authors provide evidence that by fully exploiting their embedded culture and other intangible components, companies can more favourably engage with their customers to attain a sustainable competitive advantage.

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S. A. Smolyak, S. A. "New method of liquidation value estimation." Journal of the New Economic Association 55, no. 3 (2022): 12–27. http://dx.doi.org/10.31737/2221-2264-2022-55-3-1.

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Valuation standards define the liquidation value of an asset as its value within a shortened (as compared to typical) exposure / sale period. However, usually such timings (even when assets are sold at the market value) are random, and the "more" / «less» ratios are not applicable. We treat the liquidation value of an asset as its value in a forced sale with proper marketing and a deterministic exposure period limit. We propose a model for determining the liquidation value, which allows to optimize the seller’s marketing policy according to the criterion of the expected discounted benefits. This model takes into account the probabilistic nature of demand for the similar assets and the dependence of this demand on price (information on the price elasticity of demand is not required). The formulas obtained also allow taking into account inflation, the salvage value of an asset, its depreciation during the exposure period, as well as the need to incur selling expenses during the exposure period and the possibility of obtaining additional income from the use of the asset in this period. The dependences of the asset’s liquidation value on the remaining exposure period, calculated using the model, differ significantly from those recommended in the literature on valuation.

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Avraham, Eli. "Spinning liabilities into assets in place marketing: Toward a new typology." Place Branding and Public Diplomacy 10, no. 3 (August 2014): 174–85. http://dx.doi.org/10.1057/pb.2014.21.

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Pucci, Tommaso, Christian Simoni, and Lorenzo Zanni. "Measuring the relationship between marketing assets, intellectual capital and firm performance." Journal of Management & Governance 19, no. 3 (August 24, 2013): 589–616. http://dx.doi.org/10.1007/s10997-013-9278-1.

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Sekeroglu, Gamze, and Kazım Karaboga. "The effect of marketing and R&D expenditures on firm profitability and stock return: Evidence from BIST." An International Journal of Optimization and Control: Theories & Applications (IJOCTA) 13, no. 1 (January 24, 2023): 35–45. http://dx.doi.org/10.11121/ijocta.2023.1238.

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This study aims to determine the effects of R&D and marketing expenditures of companies that force marketing and finance to act together on stock return, return on assets, and return on equity. To this end, the quarterly frequency data of nine companies that were continuously traded in the BIST Technology Index between March 2009 and December 2020 were examined with panel-data analysis. In line with the purpose of the research, analyzes were carried out in three different models. First of all, we determined which tests should be performed on the models based on the cross-sectional dependence, homogeneity/heterogeneity, and panel unit root test results obtained for the established models. The results of panel least squares test carried out to determine the effect of R&D and marketing expenditures on stock return showed that the effect of R&D expenditures on stock return was not statistically significant while marketing expenditures had a positive and significant effect on stock return. Analyzes should be continued with cointegration tests according to the characteristics of the two models established to determine the effect of R&D and marketing expenditures on return on assets and return on equity. The results implied a positive and significant relationship between R&D expenditures and return on both assets and equity. While no statistically significant relationship was found between marketing expenditures and return on assets, there was a positive and significant relationship between marketing expenditures and return on equity.

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Terblanche, Nic. "Reconsidering the measures of shareholders value: a conceptual overview." Corporate Ownership and Control 5, no. 4 (2008): 9–14. http://dx.doi.org/10.22495/cocv5i4p1.

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Economic and finance theory dictates that the major purpose of a firm is to create value. Value can be considered from different points of view. Advances in two distinctly different functional areas of business, namely marketing and financial management, initiated a reconsideration of our understanding of what constitutes a firm’s value. On the one hand marketing was called upon to become more financially accountable and at the same time intangible assets on balance sheets require that the asset or group of assets should be separately identifiable, protected, transferable and enduring. Brands represent a significant fraction of the intangible, and hence, total value of many firms. This situation made various researchers call for the integration of the disciplines of marketing and finance. The blend of empirical customer research and financial measures to produce measures such as, for instance, CLV holds a great deal of promise to support our understanding of value creation in firms and how that translates into shareholder value

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Ramos, André Luiz, Otávio Bandeira De Lamônica Freire, and Marcelo Moll Brandão. "Value of the Company and Marketing Metrics." Revista Ibero-Americana de Estratégia 12, no. 4 (December 1, 2013): 235–60. http://dx.doi.org/10.5585/ijsm.v12i4.2044.

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Thinking marketing strategies from a resource-based perspective (Barney, 1991), proposing assets as either tangible, organizational and human, and from Constantin and Luch’s vision (1994), where strategic resources can be tanbigle or intangible, internal or external to the firm, raises a research approach on Marketing and Finance. According to Srivastava, Shervani and Fahey (1998) there are 3 market assets types, which generate firm value. Firm value can be measured by discounted cashflow, compromising marketing activities with value generation forcasts (Anderson, 1982; Day, Fahey, 1988; Doyle, 2000; Rust et al., 2004a). The economic value of marketing strategies and marketing metrics are calling strategy researchers’ and marketing managers’ attention, making clear the need for building a bridge able to articulate marketing and finance form a strategic perspective. This article proposes an analytical framework based on different scientific approaches envolving risk and return promoted by marketing strategies and points out advances concerning both methodological approaches and marketing strategies and its impact on firm metrics and value, usgin Srinivasan and Hanssens (2009) as a start point.

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Rahman, Mahabubur, Anisur R. Faroque, Georgia Sakka, and Zafar U. Ahmed. "The impact of negative customer engagement on market-based assets and financial performance." Journal of Business Research 138 (January 2022): 422–35. http://dx.doi.org/10.1016/j.jbusres.2021.08.023.

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Shou, Zhigang, Lihua Yang, Qiyuan Zhang, and Chenting Su. "Market munificence and inter-firm information sharing: The moderating effect of specific assets." Journal of Business Research 66, no. 10 (October 2013): 2130–38. http://dx.doi.org/10.1016/j.jbusres.2013.02.039.

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Denicolai, Stefano, Antonella Zucchella, and Roger Strange. "Knowledge assets and firm international performance." International Business Review 23, no. 1 (February 2014): 55–62. http://dx.doi.org/10.1016/j.ibusrev.2013.08.004.

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Milfelner, Borut, Vladimir Gabrijan, and Boris Snoj. "Can Marketing Resources Contribute to Company Performance?" Organizacija 41, no. 1 (January 1, 2008): 3–13. http://dx.doi.org/10.2478/v10051-008-0001-y.

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Abstract:

Can Marketing Resources Contribute to Company Performance?This study investigates the relationships between market orientation, innovation resources, reputational resources, customer related capabilities and distribution-based assets, as well as their impact on both market and financial performance. The results indicate that market orientation is indirectly related to a company's market and financial performance through the four other marketing resources. Reputational resources have a positive impact on loyalty, market share and sales volume, while the impact of innovation resources on the market share and sales volume is more indirect and through customer loyalty. While customer-related capabilities significantly impact customer loyalty, their impact on the market share and sales volume can not be confirmed. On the other hand, the distribution-based assets are only weakly related to loyalty, the market share and the sales volume. The general findings indicate that selected marketing resources impact financial performance indirectly through the creation of customer loyalty and directly through the market share and sales volume.

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Journal articles on the topic 'Marketing assets'

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