Linking marketing activities to shareholder value

In recent years, it is become clear that a company's most important assets are not the ones that accountants measure financial reports falls far short of giving a complete picture of what makes a business more or less valuable. The stream of marketing finance interface has provided justification for marketings important value in the business world. The real value of the companies is not in their property, plants and equipment but rather in something the financial reports often don't capture intangible assets such as brands. In this paper it is recognised that marketing has a dual role to satisfy both customer and shareholder objectives. The issue of shareholder valure creation of marketing is an important and immediate agenda for marketing executives, management and academics. To date, marketers have not been able to adequately quantify and measure shareholder value creation through marketing assets and marketing expenditure. This has led to a dilution of marketing power and influence in the boardroom with management tending to treat marketing as discretionary expenditure and not as an asset.