The paper highlights, through a conceptual and theoretical model, the relationships between the investments in marketing equity and the shareholders' value. The relationships between the components of the marketing equity are analyzed, too.
Linking shareholder value creation to marketing equity: the virtuous circle of marketing investments / Cantone, Luigi; A., Abbate. - ELETTRONICO. - 28:(2006), pp. 1-27.
Linking shareholder value creation to marketing equity: the virtuous circle of marketing investments.
CANTONE, LUIGI;
2006
Abstract
The paper highlights, through a conceptual and theoretical model, the relationships between the investments in marketing equity and the shareholders' value. The relationships between the components of the marketing equity are analyzed, too.File in questo prodotto:
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