haku: @author Wood, L. / yhteensä: 16
viite: 6 / 16
| Tekijä: | Wood, L. |
| Otsikko: | Brands: the asset test |
| Lehti: | Journal of Marketing Management
1995 : AUG, VOL. 11:6, p. 547-570 |
| Asiasana: | BRANDS MARKETING MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | This paper has the implicit theme that there are changes afoot in both the marketing and accounting professions. Explicitly, how changes in the accounting area may affect marketing people is explored. The particular focus is brands, especially their capitalization in the balance sheet of some companies. The controversy around this practice is discussed, and suggestions for the possible impact on marketing outlined. |
SCIMA