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Market-Based Assets and Shareholder Value: A Framework for Analysis
Rajendra K. Srivastava, Tasadduq A. Shervani and Liam Fahey
Journal of Marketing
Vol. 62, No. 1 (Jan., 1998), pp. 2-18
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251799
Page Count: 17
You can always find the topics here!Topics: Marketing, Cash flow, Brands, Customers, Shareholder value, Financial management, Marketing strategies, Finance, Business structures, Brand loyalty
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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.
Journal of Marketing © 1998 American Marketing Association