Brands: An Integrated Marketing, Finance, and Societal Perspective (Foundations and Trends(r) in Marketing)
by Calder, Bobby J
- New
- Paperback
- Condition
- New
- ISBN 10
- 168083746X
- ISBN 13
- 9781680837469
- Seller
-
Kraków, Poland
Payment Methods Accepted
About This Item
Now Publishers, 2020 8vo (23.5 cm). VIII, 85 pp. Laminated wrappers. "Brands: An Integrated Marketing, Finance, and Societal Perspective draws on research on the marketing-finance interface to suggest how marketing and finance can become better aligned. The overriding issue is how to use the power of brands to link marketing's role in creating value for consumers and finance's role in deploying assets to obtain the best financial returns and shareholder value. In addition, with the growing attention to corporate responsibility, the relevance of brands for how firms address stakeholders other than consumers is considered. After a short introduction, Section 2 describes the fundamental practical problem with the marketing-finance interface. Section 3 examines several issues that create conceptual confusion around the marketing-finance interface. Section 4 reviews evidence that despite difficulties with the marketing-finance interface, brands do matter for firm financial performance and for shareholder value. Section 5 distinguishes brand evaluation from brand valuation and discusses the use of the former in designing a better marketing-finance interface. Section 6 deals with the issue of brand purpose and how the development of brands that engage consumers around societally relevant goals and values can overcome the principal-agent model view that firms should ignore other stakeholders and only try to maximize shareholder value. Section 7 concludes with managerial implications." (publisher's description)
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Details
- Bookseller
- Leopolis Volodymyr Dmyterko (PL)
- Bookseller's Inventory #
- 008568
- Title
- Brands: An Integrated Marketing, Finance, and Societal Perspective (Foundations and Trends(r) in Marketing)
- Author
- Calder, Bobby J
- Format/Binding
- Soft cover
- Book Condition
- New New
- Quantity Available
- 1
- Binding
- Paperback
- ISBN 10
- 168083746X
- ISBN 13
- 9781680837469
- Publisher
- Now Publishers
- Date Published
- 2020
- Bookseller catalogs
- Economics;
Terms of Sale
Leopolis Volodymyr Dmyterko
Any book may be returned within 14 days for any reason. All books remain our property until paid for in full. Export of books, manuscripts, maps etc. is subject to the Act of 23 July 2003 on the protection of arts and antiquities. Orders usually ship within 3 business days via priority or express mail, with tracking.
About the Seller
Leopolis Volodymyr Dmyterko
Biblio member since 2019
Kraków
About Leopolis Volodymyr Dmyterko
Specializing in mathematical sciences, Church Slavonic and Slavic books, Eastern European history, travels and topography, bibliography, history and art of the book, history of libraries and collections
Glossary
Some terminology that may be used in this description includes:
- Wrappers
- The paper covering on the outside of a paperback. Also see the entry for pictorial wraps, color illustrated coverings for...