Description
After a short introduction, Section 2 describes the fundamental practical problem with the marketing-finance interface. Section 3 examines several issues that create conceptual confusion around the marketing-finance interface. Section 4 reviews evidence that despite difficulties with the marketing-finance interface, brands do matter for firm financial performance and for shareholder value. Section 5 distinguishes brand evaluation from brand valuation and discusses the use of the former in designing a better marketing-finance interface. Section 6 deals with the issue of brand purpose and how the development of brands that engage consumers around societally relevant goals and values can overcome the principal-agent model view that firms should ignore other stakeholders and only try to maximize shareholder value. Section 7 concludes with managerial implications.
Book Information
ISBN 9781680837469
Author Bobby J. Calder
Format Paperback
Page Count 92
Imprint now publishers Inc
Publisher now publishers Inc
Weight(grams) 143g