“Marketing, Meet Finance: Understanding Market-Based Assets” – Raj Srivastava

January 15, 2016 Raj Srivastava

Traditionally, marketing has been viewed as important in the development of business strategies that lead to superior product-market performance as measured by indicators such as sales, market share, and operating income. Most companies stop there. But a few enlightened companies are different. In these companies, senior management, usually led by the CEO, is demanding that […]


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