Marketing Assets vs Marketing Expenses - Which are you investing in?
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Are you investing in Marketing Assets or Marketing Expenses? Many senior executives have long viewed marketing as an expense in their organizations. When cash flow gets tight, the marketing budget is often first to get reduced or eliminated. The fact is, good marketing drives revenue growth. Despite that, most marketers fail to directly tie their marketing expenditures to revenue growth beyond a simple correlation. However, it is important to differentiate between two different marketing expenditures: marketing expenses and marketing assets (or marketing capital).
