Market-Based Assets and Shareholder Value: A Framework for Analysis
نویسندگان
چکیده
منابع مشابه
Market-Based Assets and Shareholder Value: A Framework for Analysis
The authors develop a conceptua] framework of the marketing-finance interface and discuss its implications for the theory and practice of marketing. The framework proposes that marketing is concerned with the task of developing and managing market-based assets, or assets that arise from the commingling of the firm with entities in its external environment. Examples of market-based assets includ...
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ژورنال
عنوان ژورنال: Journal of Marketing
سال: 1998
ISSN: 0022-2429,1547-7185
DOI: 10.1177/002224299806200102