Add to ORKGThe paper puts in evidence the role of the marketing equity investments to create shareholders' value. They are analyzed the components of the marketing equity ad how the management can manage them to create value fot the company
The rapid growth of business naturally has forced the competition to exacerbate in every kind of act...
This conceptual paper seeks to assert that marketing has a role in the greater management domain and...
We present resource-based and capability-based arguments of marketing investment intensity to offer ...
The paper puts in evidence the role of the marketing equity investments to create shareholders' valu...
The paper highlights, through a conceptual and theoretical model, the relationships between the inve...
AbstractThe goal of the company is to deliver value to investors. According to the resource-based vi...
The very purpose of marketing is to emphasize the uniqueness of the products and services of a conce...
The file attached to this record is the author's final peer reviewed version. The Publisher's final ...
For many marketers, the world of corporate finance, and shareholder value in particular, remains a p...
The search for a universal formula for brand equity management, especially in conditions which lead ...
An enterprise's competitiveness in contemporary business conditions & growingly determined by its ca...
This chapter analyzes the phenomenon of branding and the related process of creating new value, and ...
Abstract: The author presents a model of the brand equity dimensions and how the model behaves if th...
This paper develops an interdisciplinary conceptual framework demonstrating the role of marketing in...
Gaining copmpetitive advantage can be built out by fulfi ll over formulated marketing strategy. In t...
The rapid growth of business naturally has forced the competition to exacerbate in every kind of act...
This conceptual paper seeks to assert that marketing has a role in the greater management domain and...
We present resource-based and capability-based arguments of marketing investment intensity to offer ...
The paper puts in evidence the role of the marketing equity investments to create shareholders' valu...
The paper highlights, through a conceptual and theoretical model, the relationships between the inve...
AbstractThe goal of the company is to deliver value to investors. According to the resource-based vi...
The very purpose of marketing is to emphasize the uniqueness of the products and services of a conce...
The file attached to this record is the author's final peer reviewed version. The Publisher's final ...
For many marketers, the world of corporate finance, and shareholder value in particular, remains a p...
The search for a universal formula for brand equity management, especially in conditions which lead ...
An enterprise's competitiveness in contemporary business conditions & growingly determined by its ca...
This chapter analyzes the phenomenon of branding and the related process of creating new value, and ...
Abstract: The author presents a model of the brand equity dimensions and how the model behaves if th...
This paper develops an interdisciplinary conceptual framework demonstrating the role of marketing in...
Gaining copmpetitive advantage can be built out by fulfi ll over formulated marketing strategy. In t...
The rapid growth of business naturally has forced the competition to exacerbate in every kind of act...
This conceptual paper seeks to assert that marketing has a role in the greater management domain and...
We present resource-based and capability-based arguments of marketing investment intensity to offer ...