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Market-based Assets. Building Value through Marketing Investments

机译：市场资产。通过营销投资创造价值

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摘要

The goal of the company is to deliver value to investors. According to the resource-based view theory, companies need to develop a differential advantage in order to maintain earnings in excess of the cost of capital. Resources which are valuable, rare, inimitable and non-substitutable make it possible for businesses to develop and maintain competitive advantages. Companies may create differential advantages by building market-based assets. Emerging trends suggest that the purpose of marketing is creating and managing market-based assets in order to derive shareholder value. In these conditions, the resources allocated to marketing strategies should be viewed as investments which create assets. This paper highlights the way marketing activities and marketing expenditures contribute to creating market-based assets and, implicitly, to creating the value at the level of the companies.
机译：公司的目标是为投资者创造价值。根据基于资源的观点理论，公司需要开发差异化优势，以保持收益超过资本成本。宝贵，稀有，不可替代和不可替代的资源使企业有可能发展和保持竞争优势。公司可以通过建立基于市场的资产来创造差异化的优势。新兴趋势表明，营销的目的是创建和管理基于市场的资产，以获取股东价值。在这种情况下，分配给营销策略的资源应被视为创造资产的投资。本文重点介绍了营销活动和营销支出对创建基于市场的资产以及隐含地在公司一级创造价值的贡献方式。

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