Abstract
There is no direct link between the value of a company and the effectiveness of its marketing. It is vital to create this link. If company value is the objective of marketing strategy, and the measure of marketing effectiveness, marketing can be treated as a strategic investment and can regain a critical role in company direction.
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References
Creating value from brands and customers
A. Ourusoff, ‘What’s Hot’, Financial World, August 1994.
G. Gattuso, ‘Relationship Retailing: A Two-Way Street’, Direct Marketing, Hoke Communications, Garden City, NJ, February 1994.
Media Futures 1993, Henley Centre, London, 1993.
Copyright information
© 1996 Stewart Pearson
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Pearson, S. (1996). Creating Value from Brands and Customers. In: Building Brands Directly. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-13771-8_4
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DOI: https://doi.org/10.1007/978-1-349-13771-8_4
Publisher Name: Palgrave Macmillan, London
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