Marketing and the Bottom Line: Assessing Marketing Performance

Tim Ambler

Chapter 10 in Performance Management, 2008, pp 137-148 from Palgrave Macmillan

Abstract: Abstract Top management is naturally preoccupied with its firm’s wealth. You might expect it to be equally preoccupied with generating it, but the astonishing fact is that, on average, meetings of top UK management devote nine times more attention to spending and counting cash flow than to wondering where it comes from and how it could be increased.2 The monthly accounts commonly have just one line for the sales revenue from immediate customers. The rest concerns spending and storing it. The source of the cash flow — the end users — does not even get a mention.3 The same pattern characterizes many other firms in the US and around the world.

Keywords: Cash Flow; Brand Equity; Customer Lifetime Value; Customer Lifetime; Employer Brand (search for similar items in EconPapers)
Date: 2008
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DOI: 10.1057/9780230288942_10

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