Brands

An Integrated Marketing, Finance, and Societal Perspective

Autori

• Bobby J. Calder

Parametri

• 94 pagine
• 4 ore di lettura

• Business & Management
• Commercio
• Saggistica

Maggiori informazioni sul libro

Exploring the intersection of marketing and finance, this book emphasizes the importance of aligning these two fields to enhance brand value and financial returns. It highlights how brands can create consumer value while also serving financial objectives, ultimately benefiting shareholder value. Additionally, it addresses the increasing significance of corporate responsibility, examining how brands impact various stakeholders beyond just consumers.

Lingua: Inglese

Pubblicato: 2020

(In brossura)