Brodie, RJGlynn, MS2014-11-142014-11-1420102010Marketing Theory 2 (1): 5–28, 2002.https://hdl.handle.net/10292/7887In the last two decades the term ‘equity’ has been used in marketing to describe the value of brands, customers, channels, and other marketing relationships. We examine the alternative uses of the equity concept and how it links with financial thinking. The chapter then explores issues involved in developing a theory of marketing assets and value that integrates branding, relationship and network thinking with financial thinking.Authors can make their articles Open Access by archiving their article at no charge via the Green route.Chapter in BookOpenAccess11136