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Cash flows are the monies received and paid out that are associated with a project per period, including the initial investment,
or more simply, the movement of cash into and out of the business. Where the "inflows" (receipts) have exceeded the "out-flows" (disbursements) in a specified period of time, the cash flow is said to be positive and provides additional net cash. When the disbursements exceed the receipts in a specified period of time, the cash flow is said to be negative and reduces net cash
Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010).
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition).
Upper Saddle River, New Jersey: Pearson Education, Inc. <
American Marketing Association.
> (cited 3 June 2015).
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