Brand Valuation and IMC

Joanna Seddon

Chapter 2 in Integrated Brand Marketing and Measuring Returns, 2010, pp 9-57 from Palgrave Macmillan

Abstract: Abstract Pressure on marketers to demonstrate the value of their activities has been growing over the last 10 years, intensified by the 2008 recession. At the same time that the demand for marketing accountability increased, achieving it has become more difficult. The fragmentation of media and growth of integrated marketing has created new challenges for both marketing strategy and its measurement.

Keywords: Balance Sheet; Intangible Asset; Brand Equity; Price Premium; Transfer Price (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29734-0_2

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230297340

DOI: 10.1057/9780230297340_2

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().