search query: @author Guilding, C. / total: 13
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| Author: | Cravens, K. S. Guilding, C. |
| Title: | Strategic brand valuation: A cross-functional perspective |
| Journal: | Business Horizons
1999 : AUG, VOL. 42:4, p. 53-62 |
| Index terms: | BRANDS VALUATION STRATEGY MANAGEMENT DECISION MAKING |
| Language: | eng |
| Abstract: | Brand valuation is one ofthe most effective means to bring accounting and marketing closer for the purpose of strategic brand management. Marketers and accountants can work together to transform data into powerful information for supporting brand management decisions. |
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