Maximising Shareholder Value By Bridging The Metrics Of Finance And Marketing
Stuart Agres, Stefan Daiberl, Bill Moult, and Jim Spaeth Sequent Partners
MARKETING ASSETS
Ask your finance people what return your firm earns on capital. They...
Maximising shareholder value by bridging the metrics of finance and marketing
The authors examine the role of intangible marketing assets, brands in particular, as the essential growth engines of business.
