In:
Journal of Marketing, SAGE Publications, Vol. 62, No. 1 ( 1998-01), p. 2-18
Abstract:
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.
Type of Medium:
Online Resource
ISSN:
0022-2429
,
1547-7185
DOI:
10.1177/002224299806200102
Language:
English
Publisher:
SAGE Publications
Publication Date:
1998
detail.hit.zdb_id:
2052318-X
detail.hit.zdb_id:
218318-3
SSG:
3,2
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