There may be no more important function within a brand-centric company than marketing to influence future financial (cash flow) success. Financial results are routinely explained by four drivers: volume, price, mix, and cost. Marketing’s effect on volume and price is well understood. Expressed most simply in economic terms, effective marketing increases brand preference, pushing the demand curve upward and to the right. The brand owner can then choose to capture this improvement as an increase in volume, an increase...
