Controlling Marketing Investments

Stewart Pearson

Chapter 12 in Building Brands Directly, 1996, pp 284-312 from Palgrave Macmillan

Abstract: Abstract Finance and marketing are not natural partners. Financial management prefers to invest in assets of known value, but marketing objectives like brand image are intangible. Financial management dislikes risk and discounts forecasts which carry a significant level of uncertainty, but marketing is inherently speculative. Financial management deals in numbers, but marketing is not rigorously measured.

Keywords: Cash Flow; Financial Management; Customer Relationship; Capital Expenditure; Customer Behaviour (search for similar items in EconPapers)
Date: 1996
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DOI: 10.1007/978-1-349-13771-8_12

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