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Article

Клиентские активы компании: интерфейс «маркетинг-финансы»

The paper explores the possibilities and limitations of applying the concept of customer assets to respond
to the challenges of managing market-based assets of a company, as well as to develop and implement
its marketing and risk management strategies. Having considered the evolution of the approaches
to such economic concepts as “market-based assets” and “customer assets” the author proves that the
changed perception of marketing as an activity aimed at creation of company value has reflected in the
concept of marketing-finance interface. Finally, the paper outlines the prospects of utilizing marketingfinance
interface and standards of “marketing accounting” to handle the problems of managing customer
assets of a company.