About this document
2022 Reconciling The Customer Equity and The Brand Equity Perspectives On The Financial Value of by matiniyekta is a document available to read on EtoBox.
The document discusses the disconnect between marketing and finance in organizations, emphasizing the need to reconcile Customer Equity (CE) and Brand Equity (BE) perspectives to better demonstrate the financial value of marketing. It outlines the fundamental differences between CE, which focuses on customer lifetime value and relationships, and BE, which emphasizes brand financial value, and proposes two paths for reconciliation. The ultimate goal is to enhance the role of marketing in firms by integrating
- Author
- matiniyekta
- Language
- EN