Market-Based Assets and Shareholder Value: A Framework for Analysis
The authors develop a conceptual 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 commingl...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1998
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1261 https://ink.library.smu.edu.sg/context/lkcsb_research/article/2260/viewcontent/1251799.pdf |
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| Institution: | Singapore Management University |
| Language: | English |