Brand platforms as strategic investments: Leveraging customer connections to manage profitability, growth, and risk

Publication Type

Book Chapter

Publication Date

1-2011

Abstract

Making marketing accountable has become a critical focus of most firms as they struggle to show how major investments lead to increased performance and shareholder value. The study of marketing metrics has been the top research priority of the Marketing Science Institute for the past 6 years. Yet, what is not measured is not tracked. What is not tracked is not managed and nurtured. Consequently, market-based off-balance sheet assets such as brands and customers that drive cash flow continue to be a “blind spot” in senior management decisions ranging from resource allocation to M&A valuations. And, all too often, companies focus on identifying marketing actions that can deliver acceptable short-term metrics rather on developing strategies to outdistance competitors. Others try to come up with a silver bullet-and fail.

Discipline

Marketing | Strategic Management Policy

Research Areas

Marketing

Publication

The connected customer: The changing nature of consumer and business markets

Editor

S. H. K. Wuyts, M. G. Dekimpe, E. Gijsbrechts, F. G. M. Pieters

First Page

203

Last Page

214

ISBN

9781848728370

Identifier

10.4324/9780203863565

Publisher

Routledge

City or Country

New York

Additional URL

https://doi.org/10.4324/9780203863565

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