Today marks the third anniversary of my first blog post. In the intervening time, I have posted some 215 times on this blog – not exactly a world record, but I am proud that all of these posts have had a consistent focus on Marketing Finance.
Marketing Finance has emerged as a mainstream discussion topic over the past three years, and now represents an established area of study within the academic community. Within the broader community, I have noticed that there are two major strands of conversation around the topic. The first strand focuses on how marketing and branding add value to a business; the second strand focuses on how marketing should be measured.
I have tried to devote approximately equal attention to both strands of the discussion in this blog. On the value creation side, I have explored the existence of two world views in business, the relationship of customer value and shareholder value, plus the role of corporate brand strategy during mergers. On the marketing measurement side, I have explored the topics of intangible value, brand value, ROI and accountability.
I hope that all readers have found something of interest. As always, I welcome your comments and feedback.