Not only do the goals of marketing often fail to match those of finance, they sometimes outright conflict. The two departments speak different languages, they have no clear link, and, bottom line, the markets for customers and investors are separate, but equally important. Competing for Customers and Capital develops a cause-and-effect model of the relationships between enterprise marketing and corporate finance based on the common language of economic theory and financial accounting data. Simply put, Cook’s model links selling, general and administrative expenses to shareholder value. With the help of this innovative book you can change everything. Breaking with the tradition of valuing companies based primarily on financial accounting ratios, Cook creates three new theories that bind enterprise marketing and corporate finance together in a working partnership: value sales principles, the rule of maximum earnings, and competitive stock valuation. These groundbreaking theories are applied to current financial accounting data taken directly off the financial statements of many public companies from Amazon.com to Whole Foods Market Inc., from Honda Motors to Wal-Mart Stores, as well as other firms that are household names. In the process, Cook unites important metrics from marketing and finance and adds to our fundamental understanding of what drives shareholder value.