Description
Make positive changes in your company with COMPETING FOR CUSTOMERS AND CAPITAL! This innovative text explains the relationships between enterprise marketing and corporate finance based on the common language of economic theory and financial accounting data. In the process, important metrics from marketing and finance are united and add to your fundamental understanding of what drives shareholder value.
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Not only do the goals of marketing departments often fail to match those of finance, they sometimes outright conflict. The two departments speak different languages, they have no clear link, and — bottom line — the markets for customers and investors are separate. But one innovative book can change everything. CREATING MARKET VALUE illustrates a cause-and-effect model of relationships between marketing and finance based on a common language, economic theory, and financial accounting data. This model links intangible assets to the market value of firms. Breaking with the tradition of valuing companies based on unrelated ratios and metrics, Dr. Victor Cook identifies three metrics that bind marketing and finance: the Value Sales Principle, the Rule of Maximum Earnings, and the Competitive Valuation Paradigm. These groundbreaking principles point to a model that unites important metrics from marketing and sales and adds to the understanding of exactly what drives the value of an organization.
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