Closing the Gap between Marketing and Finance: The Link to Driving Wise Marketing Investment

Published Online: Apr 23, 2015

Page range: 22 - 27

DOI: https://doi.org/10.1515/gfkmir-2015-0003

Keywords

Marketing Measurement, Marketing Returns, Intangible Assets, Brand Value, Customer Value, Marketing-Finance Interface

© 2015

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.