haku: @journal_id 492 / yhteensä: 321
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| Tekijä: | Kühn, R. Fuhrer, U. |
| Otsikko: | Die Bedeutung von Realen Optionen für Marketingentscheidungen |
| Lehti: | Journal für Betriebswirtschaft
2001 : VOL. 51:3, p. 125-136 |
| Asiasana: | Brands |
| Kieli: | ger |
| Tiivistelmä: | Entrepreneurial flexibility plays a central role in marketing in general and especially in the fields of customer retention and brand leadership which among other reasons is influenced by the increasing dynamics of the markets. Considerations related to the rating and the active management of real options deliver interesting insights for the improvement of the customer value respectively the brand equity. |
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