haku: @indexterm DECISION MAKING / yhteensä: 3774
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| Tekijä: | Callingham, M. Baker, T. |
| Otsikko: | An innovative unified brand and market measurement system for strategic investment decisions |
| Lehti: | International Journal of Market Research
2001 : VOL. 43:3, p. 291-320 |
| Asiasana: | BRANDS DECISION MAKING INVESTMENT STRATEGY |
| Kieli: | eng |
| Tiivistelmä: | This paper describes some experimental work aimed at creating a research system that would facilitate board level decisions about brands. These decisions necessarily tend to be of a strategic nature, and are mostly of the investment type; but sometimes they are about the future direction of the company. The unified part of this study was an attempt to collect measures that would allow decisions about brands to be made within the context of the market and its dynamics. |
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