search query: @author Durme, J. Van / total: 2
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| Author: | Brodie, R, J. Glynn, M. S. Durme, J. Van |
| Title: | Towards a theory of marketplace equity: integrating branding and relationship thinking with financial thinking |
| Journal: | Marketing theory
2002 : VOL. 2:1, p. 5-28 |
| Index terms: | MARKET THEORY MARKETS STOCK MARKETS BRANDS THINKING |
| Language: | eng |
| Abstract: | In the last two decades the term 'equity' has been used in marketing to describe the asset value of brands, customers, channels, and other marketing relationships. The authors examine the alternative uses of the term and how they relate together. The authors also explore issues involved in developing a more general theory of marketplace equity that integrates branding and relationship thinking with financial thinking. The authors answer the following questions: What basis would be for such a theory, how existing concepts do about brands and relationships relate to a more general theory of marketplace equity and value. |
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