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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… Read More

Now Publishers Inc, 2020. Paperback. New. 94 pages. 9.21x6.14x0.19 inches.

Paperback / softback. New.

New. New Book; Fast Shipping from UK; Not signed; Not First Edition; The Brands: An Integrated Marketing, Finance, and Societal Perspective.

Paperback / softback. New.

paperback. Good. Access codes and supplements are not guaranteed with used items. May be an ex-library book.