Brand valuation: The times are a changing
| Autor: | Ward, Richard, Perrier, Raymond |
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| Zdroj: | Journal of Brand Management; March 1998, Vol. 5 Issue: 4 p283-289, 7p |
| Abstrakt: | This paper discusses how brands — and particularly brand valuation are moving up the corporate agenda as finance and marketing personnel contribute their different disciplines to arrive at a common goal — to maximise brand value and as a consequence shareholder value. |
| Databáze: | Supplemental Index |
| Externí odkaz: |
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