Market-Based Assets and Shareholder Value: A Framework for Analysis
Reads0
Chats0
TLDR
The authors developed a conceptual framework of the marketing-finance interface and discussed its implications for the theory and practice of marketing, and proposed that marketing is concern, concern, and concern.Citations
More filters
Journal ArticleDOI
Two interrelated frameworks proposed for mapping and performance measurement of customer relationship management strategies
TL;DR: A methodology for the development, mapping and performance measurement of CRM strategies is exhibited and two frameworks are introduced.
Book ChapterDOI
Kundenbewertung und Shareholder Value — Versuch einer Synthese
TL;DR: The Shareholder-Value-Konzept gewinnt seit Anfang der 90er Jahre auch in deutschsprachigen Raum rapide an Bedeutung.
Journal ArticleDOI
Marketing strategy and building brand value on the hungarian market
Zoltán Zéman,Alexandru Bogdan +1 more
TL;DR: In this article, the authors proposed an optimal marketing strategy for building a successful brand and managing its value in a selected company that is starting to enter the Hungarian market, and verified the hypotheses to support their design solution for the entry of a new company into the already established competitive market.
Journal ArticleDOI
Marketing mix strategies during and after COVID-19 pandemic and recession: a systematic review
TL;DR: In this paper, the authors systematically reviewed articles on marketing mix strategies during recessions and found that marketing budgets should not be cut during the COVID-19 crisis and marketing mix practices and strategies that firms should undertake during the crisis in terms of product, price, promotion, and place.
Journal ArticleDOI
The local brand representative in reseller networks
TL;DR: In this paper, the authors investigate the characteristics of local individuals who represent a brand to its resellers by first conceptualizing these characteristics by employing complexity theory and then testing the conceptualization.
References
More filters
Book ChapterDOI
Firm Resources and Sustained Competitive Advantage
TL;DR: In this article, the authors examined the link between firm resources and sustained competitive advantage and analyzed the potential of several firm resources for generating sustained competitive advantages, including value, rareness, imitability, and substitutability.
Book
The Knowledge Creating Company
TL;DR: The Japanese companies, masters of manufacturing, have also been leaders in the creation, management, and use of knowledge-especially the tacit and often subjective insights, intuitions, and ideas of employees as discussed by the authors.
Journal ArticleDOI
The fifth discipline - the art and practice of the learning organization
TL;DR: Senge's Fifth Discipline is a set of principles for building a "learning organization" as discussed by the authors, where people expand their capacity to create the results they truly desire, where new and expansive patterns of thinking are nutured, where collective aspiration is set free, and where people are contually learning together.
Book
The balanced scorecard : measures that drive performance
Robert S. Kaplan,David P. Norton +1 more
TL;DR: A "balanced scorecard" is developed, a new performance measurement system that gives top managers a fast but comprehensive view of the business and complements those financial measures with three sets of operational measures having to do with customer satisfaction, internal processes, and the organization's ability to learn and improve.
Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.