Matches in SemOpenAlex for { <https://semopenalex.org/work/W1941557789> ?p ?o ?g. }
- W1941557789 abstract "Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing’s contribution to the bottom-line and link marketing investments and assets to metrics that matter to them. This Handbook relates marketing actions to various types of risk and return metrics that are typically used in the domain of finance. It provides current knowledge of this marketing-finance interface in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area." @default.
- W1941557789 created "2016-06-24" @default.
- W1941557789 creator A5031531456 @default.
- W1941557789 creator A5058697307 @default.
- W1941557789 creator A5059901123 @default.
- W1941557789 date "2012-05-31" @default.
- W1941557789 modified "2023-10-02" @default.
- W1941557789 title "Branding and Firm Value" @default.
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