Brand Platforms as Strategic Investments: Leveraging Customer Connections to Manage Profitability, Growth, and Risk

Srivastava, R K and Wiesel, T (2010) Brand Platforms as Strategic Investments: Leveraging Customer Connections to Manage Profitability, Growth, and Risk. In: The Connected Customer: The Changing Nature of Consumer and Business Markets. Taylor and Francis.

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Abstract

Making marketing accountable has become a critical focus of most firms as they struggle to show how major investments lead to increased performance and shareholder value. The study of marketing metrics has been the top research priority of the Marketing Science Institute for the past 6 years. Yet, what is not measured is not tracked. What is not tracked is not managed and nurtured. Consequently, market-based off-balance sheet assets such as brands and customers that drive cash flow continue to be a “blind spot” in senior management decisions ranging from resource allocation to M&A valuations. And, all too often, companies focus on identifying marketing actions that can deliver acceptable short-term metrics rather on developing strategies to outdistance competitors. Others try to come up with a silver bullet-and fail.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Srivastava, R Khttps://orcid.org/0000-0002-5236-2375
Item Type: Book Chapter
Additional Information: The research paper was published by the author with the affiliation of Singapore Management University
Uncontrolled Keywords: Brands, Branding, Marketing, Brand Management, Customers, Leverages
Subjects: Marketing
Depositing User: Mohan Dass
Date Deposited: 20 Apr 2019 11:43
Last Modified: 22 Apr 2019 06:35
URI: http://eprints.exchange.isb.edu/id/eprint/865
Publisher URL: https://doi.org/10.4324/9780203863565
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