The paper puts in evidence the role of the marketing equity investments to create shareholders' value. They are analyzed the components of the marketing equity ad how the management can manage them to create value fot the company.
Creating and Sustaining Competitive Advantage in Dynamic Markets. The Role of Marketing Equity / Cantone, Luigi; A., Abbate. - ELETTRONICO. - (2006), pp. 1-29. (Intervento presentato al convegno Energizing European Management: Empowering and Revitalizing Management Theory and Practice tenutosi a Norwegian School of Management. Oslo, Norway nel 17-20 Maggio 2007).
Creating and Sustaining Competitive Advantage in Dynamic Markets. The Role of Marketing Equity.
CANTONE, LUIGI;
2006
Abstract
The paper puts in evidence the role of the marketing equity investments to create shareholders' value. They are analyzed the components of the marketing equity ad how the management can manage them to create value fot the company.File in questo prodotto:
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