Marketing, Finance And Accountability - Building The Bridge

The authors look at the new philosophy of long-term brand management and develop the case for finance and marketing integration, and the vital issue of brand equity measurement.

Marketing, Finance and Accountability – Building the Bridge

How brand valuation benefits both disciplines

Jakes SrinvasanandShailendra Kumar Interbrand Corporation

 

'If this company were split up, I would give you the property, plant and...