Estimating Cash Flows

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


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.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.College of Business AdministrationLoyola Marymount UniversityLos AngelesUSA

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