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本文的作者认为行为市场化资产可以塑造公司价值。就像一瓣一只蝴蝶在巴西丛林是无形的一样，整个系统营销行为对市场存在于无形资产的交易大厅,因此他们往往会被忽视从而难以确定公司的价值。

解释公司价值在市值由股票价格决定。预期股票价格是基于估值的公司财务报表和未来预测的金融分析而出的。然而,在过去的25年里,无形资产取代有形资产成为经济的关键价值，并且成为经济驱动因素(深水区,托马斯·鲁斯,2004)。

另一方面可以增加营销方面以及交流其行动,以此来评估公司价值所创造的附加值。衡量营销责任之一是评估营销投资回报率。市场营销应该创建一个资产投资平台。在营销领域中,所有投资的营销目标是让客户获得更高的价值。

The author of this paper posits that actions on market-based assets can shape the firm value. However, like a flap of a butterfly in Brazilian jungle which is invisible to the whole system, the Marketing actions on market-based asset are also invisible in the trading floor; therefore they are often neglected in the determination of firm value.

Firm value, which is interpreted in market capitalization, is determined by the stock price. Expected stock prices are based on valuation of corporate financial statements and future forecasts given by the financial analysts. However, during the past 25 years, intangible assets have replaced tangible assets as the key value drivers in the economy (Ballow, Thomas, and Roos, 2004).

On the other hand, there is an increase challenge to the marketing profession to assess and communicate the value created by its action to the firm value. One of the ways to measure marketing accountability is to assess the return on marketing investment. Investment in marketing should create an asset. In the marketing domain, all investment in the marketing has the objective toward gaining higher value from the customers. Marketing starts to see the customers and channels not merely as the objects of marketing actions, but also as assets. These assets are conceptualized as market-based assets (Srivastava, Shervani and Fahey, 1998).

In merging the two perspectives, it is imperative to have an interface between marketing and Finance. Market-based assets, which in traditional function of marketing are considered to deliver value only to the customers, are now seen as having additional value to offer: value to the firm (Boulding et al., 2005). The challenge lies in the inclusion of the intangible market-based assets, how to link marketing actions to firm value, what are the metrics, and how to measure the impact of marketing action to the firm value.

This paper is based on analysis and synthesis of 8 journal articles, starting from the Market-Based Asset seminal article in 1998, to the most recent empirical support articles from 2009, taken from Journal of Business Research, Journal of Marketing, Journal of Marketing Research and Journal of the Academy of Marketing Science.

The author uses a conceptual framework in the paper of Srivastava, Shervani and Fahey (1998), Market-Based Assets and Shareholder Value: A Framework for Analysis, to establish the context of market-based assets and as a basic framework to discover the important variables in how market-based assets can shape the firm value. To complement the above paper, the author picked the next conceptual paper of Srivastava, Shervani and Fahey (1999), Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing that focus more on the process in the business that involves marketing actions, and how the marketing capabilities will also shape the firm v本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。