Construct · 1 fields · 1 citations

market-based assets: a standalone construct

One name. One construct. A landmark on the map.

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Marketing strategy

relational and intellectual assets that arise from a firm's dealings with its market, such as customer relationships and brand, which create shareholder value.

In marketing strategy, market-based assets refers to relational and intellectual assets that arise from a firm's dealings with its market, such as customer relationships and brand, which create shareholder value. This meaning comes from Srivastava (1998) in Journal of Marketing.[1]

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Nearby constructs

market3 fields · 5 citationsjingle · one word, three constructs strategy4 fields · 4 citationsjingle · one word, four constructs value6 fields · 12 citationsjingle · one name, six constructs

References

Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-Based Assets and Shareholder Value: A Framework for Analysis. Journal of Marketing, 62(1), 2-18. https://doi.org/10.1177/002224299806200102

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