How marketing asset accountability can unlock the full value of marketing by measuring and reporting its assets

Researchers from University of Liverpool, University of Manchester, and University of Mannheim have published a new Journal of Marketing article that investigates the consequences of the financial valuation and external reporting of marketing assets. The study is titled “Consequences of Marketing Asset Accountability—A Natural Experiment” and is authored by Peter Guenther, Miriam Guenther, Bryan A. Lukas, and Christian Homburg. Do you know the financial value of Gatorade’s or of Netflix’s customer base? If your answer is no, you are not alone. Firms provide little external information about the financial value Read More