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Marketing and the Bottom Line: The Marketing Metrics to Pump Up Cash Flow

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Marketing and Advertising Strategies Accounting and Organizational Management Financial Reporting and Valuation Research

Abstract

1: Is Your Metrics System Good Enough? 2: Brand Equity Is An Elephant 3: The Dangers Of Reliance On Shareholder Value And Other Financial Metrics 4: Metrics Evolution: How Did We Get Where We Are? 5: A Practical Methodolgy For Selecting The Right External Metrics 6: Using Metrics To Improve Innovation Performance 7: Employee Brand Equity 8: Monitoring Other Stakeholders' Brand Equity 9: Assessing The Performance Of The Mix 10: Getting The Right Metrics To The Top Table 11: The Fuzzy Future

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