In a now classic Harvard Business Review article, Ansoff (1957) identified four strategies for business growth. These four strategies also identify four basic types of marketing plans and the types of investments and activities associated with each. The strategies are defined by whether the focus is on new or existing products and new or existing markets.
Brands are inarguably among the largest assets a company owns, but they are difficult to value accurately.
The specific contributions of marketing to the success of an organization are rarely found on balance sheets or income statements.
Research by many organizations has established that intangible assets now account for more than 80% of the value of major corporations. Among the largest and most important of these assets are brands.
Accounting for risk is an important part of informed and responsible marketing budgeting and planning. Simple net present value (NPV) analysis uses the expected values of sales and costs and ignores any variations in these numbers.
