Sowing The Seeds Of A Rich Harvest: Research's Contribution To The Profit Equation
An integrated approach to pricing and profitability
Sunando Das Research InternationalIndranil Sen DHL Worldwide ExpressINTRODUCTION
The 'buzzword' in marketing circles today is 'branding' and 'consumer insight' - following on to make 'measurement of intangibles' a sought after, albeit debatable topic.
However, can intangibles be seen in isolation from very tangible...