Marketing Papers

Document Type

Journal Article

Date of this Version

2015

Publication Source

GfK Marketing and Finance Review

Volume

7

Issue

1

Start Page

22

Last Page

27

DOI

10.1515/gfkmir-2015-0003

Abstract

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.

Copyright/Permission Statement

Originally published in GfK Marketing Intelligence Review © 2015 De Gruyter.

Keywords

marketing measurement, marketing returns, intangible assets, brand value, customer value, marketing-finance interface

Share

COinS
 

Date Posted: 15 June 2018

This document has been peer reviewed.