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2019 | OriginalPaper | Chapter

4. Estimating Cash Flows

Author : David W. Stewart

Published in: Financial Dimensions of Marketing Decisions

Publisher: Springer International Publishing

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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.

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previous chapter Business Models: How Firms Make Money

next chapter Intermediate Marketing Outcome Measures and Metrics

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Readers who have not had an exposure to cost accounting may refer to Appendix of this chapter for a brief introduction.

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Title: Estimating Cash Flows
Author: David W. Stewart
Publisher: Springer International Publishing
Book: Financial Dimensions of Marketing Decisions
Print ISBN: 978-3-030-15564-3

Electronic ISBN: 978-3-030-15565-0

Copyright Year: 2019
DOI: https://doi.org/10.1007/978-3-030-15565-0_4