Advertisement

Estimating Cash Flows

  • David W. StewartEmail author
Chapter
Part of the Palgrave Studies in Marketing, Organizations and Society book series (PSMOS)

Abstract

Linking marketing activities and expenditures to financial performance requires translating the outcomes of marketing into cash flow. Cash flow estimates are essential for the evaluation of marketing plans, activities, and budgets. Estimating cash flows that are attributable to marketing activities is the most important input into the evaluation of marketing activities. Yet, it is also the most difficult part of the task of evaluation. This chapter explores approaches for and challenges associated with the estimation of cash flows.

References

  1. Bendle, N. T., & Bagga, C. K. (2016). The Metrics That Marketers Muddle. Sloan Management Review, 57(Spring), 73–82.Google Scholar
  2. Meier, J., Findley, F., & Stewart, D. W. (2018, May). Applying the MASB Brand Investment & Valuation Model, Marketing Accountability Standards Board White Paper. https://themasb.org/wp-content/uploads/2018/05/MWP_ApplyingBIVModel_MeierFindleyStewart2018.pdf
  3. Mela, C. F., Kamel, J., & Bowman, D. (1998). The Long-Term Impact of Promotions on Consumer Stockpiling Behavior. Journal of Marketing Research, 35(2), 250–262.CrossRefGoogle Scholar
  4. Sherman, H. D., & Young, S. D. (2016). Where Financial Reporting Still Falls Short. Harvard Business Review, (July–August), 3–9.Google Scholar
  5. Young, R., Weiss, A., & Stewart, D. W. (2006). Marketing Champions: Practical Strategies for Improving Marketing’s Power, Influence and Business Impact. New York: Wiley Interscience.Google Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.College of Business AdministrationLoyola Marymount UniversityLos AngelesUSA

Personalised recommendations