“How Market-based Assets  Generate Customer Value” – Raj Srivastava

February 22, 2016 Raj Srivastava

The central task of management, we argue, is to identify, measure, develop, and leverage the firm’s market-based assets to increase shareholder value. You’ll recall that market-based assets arise from the commingling of the firm with entities in its external environment. These relational and intellectual market-based assets provide a company some of the same advantages as other […]

Read more...

Previous Article
“How to Become a Customer-Centric Company” – Ken Bernhardt

Customer-centricity has become a hot topic in marketing recently. A Google search on “customer-centric” yie...

Next Article
“Customer Journey Analytics” – Frank Grillo

Many companies provide products and services in the big data arena, and I read new articles about marketing...