Marketing Metrics:  A Surrogate of Firm Valuation

Please use this identifier to cite or link to this item: http://hdl.handle.net/2080/1841

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DC Field	Value	Language
dc.contributor.author	Uzma, S H	-
dc.date.accessioned	2013-01-17T08:47:35Z	-
dc.date.available	2013-01-17T08:47:35Z	-
dc.date.issued	2013-01	-
dc.identifier.citation	8th SIMSR Global Marketing Conference, January 4-5th, 2013, K J Somaiya Institute of Management Studies & Research, Mumbai, India.	en
dc.identifier.uri	http://hdl.handle.net/2080/1841	-
dc.description	Copyright belongs to proceeding publisher	en
dc.description.abstract	Valuation has always been of an interest for financial purpose nevertheless, with the brand valuation; marketing practitioners understand the prominence of valuation with marketing metrics such as brand valuation and customer equity. The subjectivity exists because there are no standardized valuation models. What can be the components of marketing metrics and do they evade the intrinsic value. Concepts such as brand equity and customer equity are being commonly linked to firm value and shareholder value. Can investors rely on financial statements that divulge such metric as brand value? The aim is to develop a framework that identifies the key metrics and link to business performance.	en
dc.format.extent	163994 bytes	-
dc.format.mimetype	application/pdf	-
dc.language.iso	en	-
dc.subject	Brand equity	en
dc.subject	Customer equity	en
dc.subject	Financial Metrics	en
dc.subject	Marketing Metrics	en
dc.subject	Firm Value	en
dc.title	Marketing Metrics: A Surrogate of Firm Valuation	en
dc.type	Presentation	en
Appears in Collections:	Conference Papers

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