This paper shows the definition of market-based assets and via the business processes to create the competitive advantage and customer values. Therefore, connect the resource-based theory and marketing theory to testify market-based assets whether to match the characteristics of resources: value、rareness、inimitability and non-substitutability; then analyze the market-based assets to create the sustainable competitive advantages because they owns the characteristics of resources which mentions above. Finally, make the conclusion and future research direction for the integration of marketing theory and strategic management in the theory and practices.