Academic literature on the topic 'Marketing assets'
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Journal articles on the topic "Marketing assets"
Wilson, Richard M. S. "Accounting for Marketing Assets." European Journal of Marketing 20, no. 1 (January 1986): 51–74. http://dx.doi.org/10.1108/eum0000000004628.
Full textChukurna, Olena. "Methodical Approach to Accounting Intangible Assets and Brand Values in Marketing Pricing." Marketing and Digital Technologies 4, no. 3 (September 25, 2020): 63–72. http://dx.doi.org/10.15276/mdt.4.3.2020.7.
Full textKuznetsov, S. Yu. "ANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP." Strategic decisions and risk management, no. 3 (November 2, 2014): 86–94. http://dx.doi.org/10.17747/2078-8886-2011-3-86-94.
Full textManikas, Andrew S., Pankaj C. Patel, and Pejvak Oghazi. "Dynamic capital asset accumulation and value of intangible assets: An operations management perspective." Journal of Business Research 103 (October 2019): 119–29. http://dx.doi.org/10.1016/j.jbusres.2019.06.014.
Full textPawlak, Kim. "Tips for Marketing Gifts of Retirement Assets." Major Gifts Report 24, no. 1 (December 2, 2021): 8. http://dx.doi.org/10.1002/mgr.31848.
Full textQureshi, Ishtiaq Hussain. "Marketing Assets: A Framework for Differential Advantage." Asian Journal of Management 8, no. 2 (2017): 220. http://dx.doi.org/10.5958/2321-5763.2017.00034.8.
Full textGuilding, C., and R. Pike. "Intangible Marketing Assets: A Managerial Accounting Perspective." Accounting and Business Research 21, no. 81 (December 1990): 41–49. http://dx.doi.org/10.1080/00014788.1990.9729402.
Full textHise, Richard T. "Evaluating Marketing Assets in Mergers and Acquisitions." Journal of Business Strategy 12, no. 4 (April 1991): 46–51. http://dx.doi.org/10.1108/eb039430.
Full textGorton, Gary B., and George G. Pennacchi. "Banks and loan sales Marketing nonmarketable assets." Journal of Monetary Economics 35, no. 3 (June 1995): 389–411. http://dx.doi.org/10.1016/0304-3932(95)01199-x.
Full textKrasovska,, O. "CONSUMER PERCEPTION OF MARKETING ASSETS OF THE ENTERPRISE." Ekonomika ta derzhava, no. 12 (December 28, 2018): 21. http://dx.doi.org/10.32702/2306-6806.2018.12.21.
Full textDissertations / Theses on the topic "Marketing assets"
Yang, Jing. "Marketing assets, marketing capabilities and shareholder value an empirical analysis of asset endowments and utilization /." Amherst, Mass. : University of Massachusetts Amherst, 2009. http://scholarworks.umass.edu/dissertations/AAI3372285/.
Full textGuilding, Christopher J. "Valuing and managing brands : an internal accounting perspective : an empirical investigation of attitudes to internal brand valuation and organisational and behavioural implications associated with the way that the internal brand management accounting system is operated." Thesis, University of Bradford, 1991. http://hdl.handle.net/10454/3842.
Full textDickinson, J. Barry Anderson Rolph E. "The role of business process capabilities and market-based assets in creating customer value and superior performance /." Philadelphia, Pa. : Drexel University, 2008. http://hdl.handle.net/1860/2995.
Full textAzevedo, Luiz Carlos Rodrigues. "Marketing & finanças: investimentos em marketing e valor dos ativos intangíveis." reponame:Repositório Institucional do FGV, 2011. http://hdl.handle.net/10438/8316.
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After the deep financial crisis in 2008, there has been an increasing questioning of the Firm’s objectives and its relationship with the financial markets. There is a paradox between the current practice of maximizing financial short-term performance of organizations, demanded by financial agents to corporate executives, and the financial concept of valuation of the Firm, which considers Firm value as the present value of discounted future cash flows. Therefore, according to the maximizing value proposition the Firm's objective is to increase its long-term total value (Jensen, 2000). The primary function of marketing strategies, innovations (R&D investments) included, is to generate both growth and consistent long-term business, i.e. the expansion of intangible assets to generate tangible assets. Based on the conceptual framework of Market-based Assets (Srivastava, Shervani and Fahey 1998), this paper seeks to contribute to the subject by proposing simple metrics, the adjusted performance indexes of retail sector, the Customer Average Ticket (TMC) and the Customer Average Ticket Earnings (LTMC). These metrics could relate investments in marketing to the value of the Firm (shareholder value) through the variation in quality of the company's customer base, which is the source of revenue generation and part of the intangible assets. For empirical tests, this study used data from the following publicly companies listed in Bovespa (São Paulo Stock Exchange): Sadia and Perdigao, belonging to the food processing sector, in the period of 1999 to 2010, and also the air line companies TAM and Gol in the period of 2004 to 2010. The tests were inconclusive, due to certain data limitations, not allowing proving or ruling out the tested hypotheses. But the logical line and simplicity of the method should be explored by future studies. If the method could be confirmed and proven, it would provide all agents (marketing executives, CEOs and CFOs, market analysts and investors) with a simple and objective tool for analysis and way of communication about the value creation of Marketbased Assets (intangible assets) that impact the total Firm value.
Após a profunda crise financeira de 2008, houve um aumento do questionamento sobre os objetivos da Firma e a sua relação com os mercados financeiros. Existe um paradoxo entre a prática corrente de maximização da performance financeira de curto-prazo da organização, demandada pelos agentes financeiros aos executivos das empresas, e o próprio conceito financeiro de valoração da Firma., que considera como valor da Firma o valor presente dos fluxos de caixa futuros descontados. Portanto, segundo a proposição de maximização de valor, o objetivo da Firma é aumentar o seu valor total de longo prazo (JENSEN, 2000). É função primordial das estratégias de marketing, aí incluídos os investimentos em inovação (P&D), o objetivo de gerar crescimento e consistência de longo prazo do negócio, isto é, a ampliação dos ativos intangíveis para gerar ativos tangíveis. Norteado pela estrutura conceitual de Ativos base Mercado (SRIVASTAVA; SHERVANI; FAHEY, 1998), o presente trabalho busca contribuir para o tema, com uma proposição de métricas simples, adaptadas de índices de desempenho do setor varejo, o Ticket Médio Cliente (TMC) e o Lucro Ticket Médio Cliente (LTMC), que possam relacionar os investimentos em marketing e o valor da Firma através da variação da qualidade da base de clientes da empresa, que é a fonte de geração de receitas e parte dos ativos intangíveis. O estudo utilizou para os testes empíricos dados das seguintes empresas, com ações negociadas na Bovespa: Sadia e Perdigão, pertencentes ao setor de alimentos processados, de 1999 a 2010, e também as companhias aéreas TAM e Gol no período de 2004 a 2010. Os testes não foram conclusivos, devido a determinadas limitações dos dados, não permitindo provar ou descartar as hipóteses testadas. Porém a linha lógica e a simplicidade do método deveriam ser exploradas por estudos futuros, pois se confirmado e provado, forneceria uma ferramenta simples e objetiva de análise e comunicação por parte de todos os agentes envolvidos (executivos de marketing, diretores financeiros e presidentes, analistas de mercado e investidores), com relação à criação de valor de Ativos base Mercado (ativos intangíveis) que impactam o valor da Firma.
Lind, William. "Meme Marketing to Fellow Kids." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21862.
Full textWulfhorst, Valerie. "Marketing Assets und finanzieller Erfolg eine Analyse am Beispiel von Kundenzufriedenheit und Economic Value Added." Marburg Tectum-Verl, 2008. http://d-nb.info/992806127/04.
Full textParkman, Ian. "Two essays examining design briefs as knowledge-based assets: Content and cross-functional collaboration." Thesis, University of Oregon, 2010. http://hdl.handle.net/1794/10873.
Full textDesign briefs outline the business objectives, corresponding design strategies and target markets for a product development project. Research has demonstrated that a variety of attributes influence consumer impressions of a product, less attention has been given to the within-firm mechanisms that determine the optimal mix of attributes which to embed in an offering. The first essay of this dissertation examines the role of design briefs as knowledge-based assets that function as artifacts of this process within new product development (NPD). In a second essay, this dissertation examines design briefs as knowledge-based artifacts of cross-functional collaboration during NPD. NPD is often characterized as the process by which firms transform knowledge embedded in cross-functional teams into new products. However functional areas often differ in their evaluations of information and knowledge needed to successfully complete an NPD project. Based on an expert rating and survey questionnaire procedure, results provide a framework of eight factors of cross-functional knowledge present in design briefs and empirically describes differences in evaluation within each factor across functional area.
Committee in charge: Dennis Howard, Chairperson, Marketing; Lynn Kahle, Member, Marketing; Joan Giese, Member, Marketing; Keven Malkewitz, Member, Not from U of O; Gary Klug, Outside Member, Human Physiology
Hodgson, Victoria Louise, and n/a. "Linking Marketing to Shareholder Value in Listed and Non-Listed Markets." Griffith University. School of Marketing, 2004. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20040116.094444.
Full textHodgson, Victoria Louise. "Linking Marketing to Shareholder Value in Listed and Non-Listed Markets." Thesis, Griffith University, 2004. http://hdl.handle.net/10072/367168.
Full textThesis (PhD Doctorate)
Doctor of Philosophy (PhD)
School of Marketing
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Štěpánek, Martin. "Sledování efektivity prostředků na marketing podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta stavební, 2018. http://www.nusl.cz/ntk/nusl-372169.
Full textBooks on the topic "Marketing assets"
Gorton, Gary. Banks and loan sales: Marketing non-marketable assets. Cambridge, MA: National Bureau of Economic Research, 1990.
Find full textGorton, Gary. Banks and loan sales: Marketing non-marketable assets. [Urbana, Ill.]: College of Commerce and Business Administration, University of Illinois at Urbana-Champaign, 1990.
Find full textSrivastava, Rajendra K. Market-based assets and shareholder value: A framework for analysis. Cambridge, Mass: Marketing Science Institute, 1997.
Find full textSrivastava, Rajendra K. Market-based assets and shareholder value: A framework for analysis. Cambridge, Mass: Marketing Science Institute, 1997.
Find full textManaging major accounts: Shaping and exploring your firm's intangible assets. London: McGraw-Hill Book Company, 1996.
Find full text1931-, Miller Robert B., Heiman Stephen E, and Tuleja, Tad, 1944- Successful large account management., eds. The new successful large account management: Maintaining and growing your most important assets--your customers. New York: Warner Business Books, 2005.
Find full textB, Miller Robert. Successful large account management: How to hold on to your most important customers and turn them into long-term assets. 2nd ed. London: Kogan Page, 2004.
Find full textYour living trust & estate plan: How to maximize your family's assets and protect your loved ones. New York: Allworth Press, 1995.
Find full textYour living trust & estate plan: How to maximize your family's assets and protect your loved ones. 2nd ed. New York, NY: Allworth Press, 1999.
Find full textYour living trust and estate plan: How to maximize your family's assets and protect your loved ones. 3rd ed. New York: Allworth Press, 2002.
Find full textBook chapters on the topic "Marketing assets"
Verhoef, Peter C., Edwin Kooge, Natasha Walk, and Jaap E. Wieringa. "Data assets." In Creating Value with Data Analytics in Marketing, 60–76. 2nd ed. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003011163-4.
Full textStewart, David, and Neil Morgan. "Accounting for Intangible Assets." In The Routledge Companion to Strategic Marketing, 393–406. New York, NY: Routledge, 2021. | Series: Routledge companions in business, management & accounting: Routledge, 2020. http://dx.doi.org/10.4324/9781351038669-31.
Full textPayan, Janice M., and Neeraj Bharadwaj. "The Delineation of Cooperation, Coordination, Compliance, and Specific Assets in Channels of Distribution." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 239. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11845-1_83.
Full textBakalos, Nikolaos, Nikolaos Doulamis, and Anastasios Doulamis. "Multispectral Monitoring of Microclimate Conditions for Non-destructive Preservation of Cultural Heritage Assets." In Strategic Innovative Marketing and Tourism, 641–46. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-36126-6_71.
Full textPapoulias, Evangelos, and Theoklis-Petros Zounis. "The Historic and Monumental Enhancement as a Tool for the Sustainable Development of Cultural Assets of Greece." In Strategic Innovative Marketing and Tourism, 271–78. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-12453-3_31.
Full textJaakkola, Matti, Olli-Pekka Kauppila, Matti Tuominen, and Mika Westerlund. "The Performance Implications of Market-Based Assets and Innovation Capabilities." In Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference, 9–13. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10864-3_9.
Full textKrasnikov, Alexander V. "The Role of Complementary Assets in the Incumbents’ Retaliation During Technological Substitution: The Case of Electronic Calculators." In Marketing, Technology and Customer Commitment in the New Economy, 49–54. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11779-9_28.
Full textMosedale, Jan, Arnulf Hartl, Christina Pichler, and Michael Bischof. "Alpine Assets, Perceptions and Strategies for Nature-Based Health Tourism." In Digital and Strategic Innovation for Alpine Health Tourism, 49–60. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-15457-7_3.
Full textLastner, Matthew M., and Rebecca L. Rast. "Salespeople as Specific Human Assets: An Application of the Transaction Cost and Relational Approaches to Exchange Governance." In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?, 589–90. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-26647-3_118.
Full textPoulot, Marie-Laure. "Branding Cosmopolitanism and Place Making in Saint Laurent Boulevard, Montreal." In IMISCOE Research Series, 111–23. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-67365-9_9.
Full textConference papers on the topic "Marketing assets"
Alraouf, Ali. "Towards a New Paradigm in City Branding and Marketing." In 55th ISOCARP World Planning Congress, Beyond Metropolis, Jakarta-Bogor, Indonesia. ISOCARP, 2019. http://dx.doi.org/10.47472/nkox7405.
Full textXiangxiang, Zhang, Xiao Jia, and Chen Huaicong. "Empirical studies on brand assets in financial services sector taking credit card marketing as an example." In 2011 IEEE 3rd International Conference on Communication Software and Networks (ICCSN). IEEE, 2011. http://dx.doi.org/10.1109/iccsn.2011.6014971.
Full textMisankova, Maria, Jana Kliestikova, Anna Krizanova, and Tatiana Corejova. "Brand Value Assessment in Terms of Contemporary Global Challenges." In Contemporary Issues in Business, Management and Education. Vilnius Gediminas Technical University, 2017. http://dx.doi.org/10.3846/cbme.2017.065.
Full textAl Jarwan, Dr Abdulla, and Fathesha Sheikh. "Vertical Integration Strategy Implementation Through Hybrid Upstream and Downstream Concession Agreements." In Abu Dhabi International Petroleum Exhibition & Conference. SPE, 2021. http://dx.doi.org/10.2118/207585-ms.
Full textKioskli, Kitty, and Nineta Polemi. "Estimating Attackers’ Profiles Results in More Realistic Vulnerability Severity Scores." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002211.
Full textCook, L. P. "FDIC Energy Asset Marketing." In SPE Hydrocarbon Economics and Evaluation Symposium. Society of Petroleum Engineers, 1987. http://dx.doi.org/10.2118/16306-ms.
Full textGonzalez, Jose Luis Martinez, Irani Perez Taylor, Jaime Cervantes Aguilar, and Lorenzo Martinez de la Escalera. "Risk and Reliability Modeling to Support Logistics Performance for Oil and Gas Terminals." In 2014 10th International Pipeline Conference. American Society of Mechanical Engineers, 2014. http://dx.doi.org/10.1115/ipc2014-33331.
Full textMohamad Zaki, Nur Amalina, Zuha Rosufila Abu Hasan, Safiek Mokhlis, Shahriman Abdul Hamid, and Mohd Saiful Izwaan Saadon. "AN EXPLORATORY STUDY OF THE USAGE OF ELECTRONIC PLATFORM FOR CONSERVATION MARKETING AMONG EDUCATION ENVIRONMENTAL CENTRES (EEC) IN MALAYSIA." In GLOBAL TOURISM CONFERENCE 2021. PENERBIT UMT, 2021. http://dx.doi.org/10.46754/gtc.2021.11.015.
Full textPoddar, Amit, Syagnik Banerjee, and Karthik Sridhar. "GEMS OR FAKES? USING LOCATION AWARE TWEETS TO ASSESS ONLINE REVIEW-RELIABILITY." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.04.09.02.
Full textSfodera, Fabiola, Costanza Nosi, Alberto Mattiacci, and Luca Petruzzellis. "THE MEDITERRANEAN DIET STORYTELLING AN INQUIRY INTO AN INTANGIBLE MARKETING ASSET." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.08.09.01.
Full textReports on the topic "Marketing assets"
Gorton, Gary, and George Pennacchi. Banks and Loan Sales: Marketing Non-Marketable Assets. Cambridge, MA: National Bureau of Economic Research, December 1990. http://dx.doi.org/10.3386/w3551.
Full textRaitzer, David A., and Odbayar Batmunkh. Impact Evaluation of Support to Collective Action for Agricultural Value Chain Development in Nepal. Asian Development Bank, June 2022. http://dx.doi.org/10.22617/wps220137-2.
Full textFinkelshtain, Israel, and Tigran Melkonyan. The economics of contracts in the US and Israel agricultures. United States Department of Agriculture, February 2008. http://dx.doi.org/10.32747/2008.7695590.bard.
Full textTait, Richard G., Gene H. Rouse, P. B. Wall, W. Darrell Busby, and Dallas L. Maxwell. Real-time Ultrasound and Performance Measures to Assist in Feedlot Cattle Sorting for Marketing Decisions. Ames (Iowa): Iowa State University, January 2004. http://dx.doi.org/10.31274/ans_air-180814-415.
Full textTait, Richard G., Gene H. Rouse, P. B. Wall, W. Darrell Busby, and D. Maxwell. Real-time Ultrasound and Performance Measures to Assist in Feedlot Cattle Sorting for Marketing Decisions. Ames: Iowa State University, Digital Repository, 2004. http://dx.doi.org/10.31274/farmprogressreports-180814-579.
Full textCunningham, Stuart, Marion McCutcheon, Greg Hearn, Mark Ryan, and Christy Collis. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Sunshine Coast. Queensland University of Technology, December 2020. http://dx.doi.org/10.5204/rep.eprints.136822.
Full textFinkelstain, Israel, Steven Buccola, and Ziv Bar-Shira. Pooling and Pricing Schemes for Marketing Agricultural Products. United States Department of Agriculture, August 1993. http://dx.doi.org/10.32747/1993.7568099.bard.
Full textZilberman, David, Amir Heiman, and B. McWilliams. Economics of Marketing and Diffusion of Agricultural Inputs. United States Department of Agriculture, November 2003. http://dx.doi.org/10.32747/2003.7586469.bard.
Full textZilberman, David, Amir Heiman, and Yanhong Jin. Use of Branding and Sampling in Agricultural Fresh Produce. United States Department of Agriculture, July 2013. http://dx.doi.org/10.32747/2013.7697116.bard.
Full textUche, Chidi, Zita Ekeocha, Stephen Robert Byrn, and Kari L. Clase. Retrospective Study of Inspectors Competency in the Act of Writing GMP Inspection Report. Purdue University, December 2021. http://dx.doi.org/10.5703/1288284317445.
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