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Brands: An Integrated Marketing, Finance, and Societal Perspective

af Bobby J. Calder

indgår i Foundations and Trends (R) in Marketing serien

Brands: An Integrated Marketing, Finance, and Societal Perspective af Bobby J. Calder
Bag om Brands: An Integrated Marketing, Finance, and Societal Perspective

Draws on research on the marketing-finance interface to suggest how marketing and finance can become better aligned. The overriding issue is how to use the power of brands to link marketing's role in creating value for consumers and finance's role in deploying assets to obtain the best financial returns and shareholder value.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9781680837469
  • Indbinding:
  • Paperback
  • Sideantal:
  • 92
  • Udgivet:
  • 16. november 2020
  • Størrelse:
  • 156x234x5 mm.
  • Vægt:
  • 143 g.
  • 2-4 uger.
  • 7. maj 2025
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Draws on research on the marketing-finance interface to suggest how marketing and finance can become better aligned. The overriding issue is how to use the power of brands to link marketing's role in creating value for consumers and finance's role in deploying assets to obtain the best financial returns and shareholder value.

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