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dc.contributor.authorBrodie, RJ
dc.contributor.authorGlynn, MS
dc.date.accessioned2014-11-14T04:30:12Z
dc.date.available2014-11-14T04:30:12Z
dc.date.copyright2010
dc.identifier.citationMarketing Theory 2 (1): 5–28, 2002.
dc.identifier.urihttp://hdl.handle.net/10292/7887
dc.description.abstractIn the last two decades the term ‘equity’ has been used in marketing to describe the value of brands, customers, channels, and other marketing relationships. We examine the alternative uses of the equity concept and how it links with financial thinking. The chapter then explores issues involved in developing a theory of marketing assets and value that integrates branding, relationship and network thinking with financial thinking.
dc.publisherSage Publications
dc.rightsAuthors can make their articles Open Access by archiving their article at no charge via the Green route.
dc.titleBrand equity and the value of marketing assets
dc.typeChapter in Book
dc.rights.accessrightsOpenAccess
dc.identifier.roid11136en_NZ
dark.contributor.authorBrodie, RJ
dark.contributor.authorGlynn, MS
aut.relation.edition2
pubs.elements-id1055


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