Edition 43, Marketing

Customer Equity, or the Value of Customers

By: Philippe Bisson

ITAM

1. Intangible assets

Intangible assets are those that a company normally does not enter on its balance sheet. In recent years, many companies have invested heavily in marketing programs, and minor amounts in fixed productive assets (which are entered on the books in the form of depreciation). The book value of a company does not take this value or equity into account. The most common intangible assets are the following:

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Edition 43, Marketing

Scenario Planning and to Successfully Use it in Marketing

By: Rogerio Domenge
ITAM

The modern company faces complex situations that require not just short-term day-to-day decisions, but also strategic decisions whose impact will be felt over the long term. Short-term decisions, based on criteria like operating efficiency and effectiveness, are generally reactive in nature, intended to correct some problem. For example, a reduction in sales, an increase in the number of service quality claims or complaints about product defects. In contrast, strategic decisions have to do with the company’s long-term vision, and must take into account the circumstances and dynamics surrounding the company, as well as their impact on it.

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