Making the intangiblea tangible. A loyal customer base can be leveraged - in good times and bad
Article Abstract:
Having underscored the position of intangible assets in a company various types of intangible assets classified by Financial Accounting Standards Boards have been mentioned. Steps have been provided to manage brand loyalty that is one of the important intangible assets.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
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Cause and effect
Article Abstract:
The process of using employee performance analysis with customer loyalty figures to evaluate overall business performance is presented.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
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When we're 64
Article Abstract:
The demographic aspects of brand equity management are described, along with the need of companies to adapt to the changing trends.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
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