Date of this Version
GfK Marketing and Finance Review
The true value of marketing investments /// What do companies with products as diverse as Apple, Red Bull, McDonald's or Ikea have in common? They have good products, right. But another even more important characteristic is their excellent marketing. For most companies, it is not the tangibles that make up their overall market value but the intangible assets, such as the brand, loyal customers or a strong network of distributors. If the market value of a company exceeds its book value, the difference arises from the value of the intangible assets. Global top-performing companies have significantly higher market-to-book ratios than less successful companies, and their value stems from a strong brand, better customer management, and/or superior distribution.
Originally published in GfK Marketing Intelligence Review © 2015 De Gruyter.
marketing measurement, marketing returns, intangible assets, brand value, customer value, marketing-finance interface
Reibstein, D. J. (2015). Closing the Gap between Marketing and Finance: The Link to Driving Wise Marketing Investment. GfK Marketing and Finance Review, 7 (1), 22-27. http://dx.doi.org/10.1515/gfkmir-2015-0003
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Business Intelligence Commons, Marketing Commons, Operations and Supply Chain Management Commons
Date Posted: 15 June 2018
This document has been peer reviewed.