The Financial Implications of Advertising as an Investment
John B White and Morgan P Miles
It is the day of cost cutters, and if advertising is viewed as a cost, then advertising will be cut too.
Danaher and Rust, 1994
Capitalizing brands, or putting them on the balance sheet, is still a controversial subject.
Broadbent, 1993
The assets that really count are the ones accountants can't count ...
Stewart, 1995
... long term has come to be considered one or two quarters....