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.

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...