Market-Based Assets and Shareholder Value: A Framework for Analysis

@article{Srivastava1998MarketBasedAA,
  title={Market-Based Assets and Shareholder Value: A Framework for Analysis},
  author={R. Srivastava and Tasadduq A. Shervani and L. Fahey},
  journal={Journal of Marketing},
  year={1998},
  volume={62},
  pages={18 - 2}
}
The authors develop a conceptual framework of the marketing–finance interface and discuss its implications for the theory and practice of marketing. The framework proposes that marketing is concerned with the task of developing and managing market-based assets, or assets that arise from the commingling of the firm with entities in its external environment. Examples of market-based assets include customer relationships, channel relationships, and partner relationships. Market-based assets, in… Expand
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