This article is part of a series on Marketing in the Era of Digital Commerce. Read the other articles in this series:
The brand growth formula: how marketers benefit from harmonising brand and performance marketingMastering social media growth: strategies for short- and long-term success
This article is part of a Spotlight series on drivers of brand growth. Read more
In Marketing and the Bottom Line, Tim Ambler states that “Marketing is the creation and harvesting of inward cash flow”. Thus, marketing can be evaluated based on the future cash flow it...