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...
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.
