The Marketing Asset Triangle

Managing Customer, Brand, and Societal Value
Erscheinungsjahr 2027
ISBN: 978-3-032-45144-6
Verlag: Springer

Buch, Englisch, 190 Seiten, Format (B × H): 155 mm x 235 mm

Reihe: Classroom Companion: Business

Marketing has more data, technology, and accountability than ever before, yet demonstrating its strategic impact remains a challenge. The Marketing Asset Triangle introduces a practical framework for understanding how marketing creates long-term firm value through three interconnected assets: customer value, brand value, and societal value.

The book presents a CMO competence map and explores the capabilities required for modern marketing leadership, including causal inference, AI and analytics, customer experience, sustainability, resource allocation, and implementation.

By linking marketing decisions to future cash flows, risk, and firm value, this book provides students, managers, educators, and researchers with an integrated framework for creating, managing, and measuring marketing's contribution to business success.

Zielgruppe

Upper undergraduate

Autoren/Hrsg.

Raithel, Sascha

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsmathematik und -statistik
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Mathematik | Informatik EDV | Informatik Professionelle Anwendung

Inhaltsverzeichnis

1. Chief Marketing Officer: The Competence Map.- 2. Causal Inference.- 3. Data and AI.- 4. Marketing Leadership.- 5. Marketing Strategy and Sustainable Value Creation.- 6. Customer Value.- 7. Brand Value.- 8. Societal Value.- 9. Customer Experience.- 10. Marketing Asset-Based Resource Allocation.- 11. The Implementation Gap in Marketing.- 12. Marketing as Value Orchestration.

Über Autor(innen)

Sascha Raithel is a Full Professor of Marketing at Freie Universität Berlin, Germany. He is an award-winning author of multiple textbooks, and his research has been published in leading academic and practitioner journals, including Management Science, Journal of Marketing Research, and Harvard Business Review.