December 2017
Intermediate to advanced
390 pages
7h 51m
English
Content preview from Measuring MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 5 Earnings-Based Value
Measurement Need
Earnings are affected by many factors, including marketing investments. Understanding the mechanics of earnings-based value will help marketers recognize the connection between their marketing activities and company earnings. This is important for publicly-traded companies since shareholders want the value of their investment to increase, and earnings are instrumental in determining share price.
Solutioni
Publicly-traded companies are evaluated on the performance of their stock, since it is a direct measure of value creation (or destruction) for investors. Earnings-based value is a series of calculations that help assess the value of a company and, indirectly, suggests the impact of product ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.