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Marketing Asset Accounting: Scope and Rationale

9 references·2 citing·35 second hop

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References

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1978MANAGEMENT ACCOUNTING209 cited
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2014Marketing Productivity Analysis120 cited
1973Developing new brands88 cited
2016Strategic market planning79 cited
1973Financial Dimensions of Marketing Management39 cited
1977Marketing Cost Analysis: A Modularized Contribution Approach31 cited
1974New Approaches to Analyzing Marketing Profitability28 cited

Cited by

1994Accounting and Marketing Rationale The Juxtaposition within Brands21 cited
2007Measuring marketing performance: research, practice and challenges12 cited

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