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ArticleValuing marketing's contribution

Peter J. Doyle2000

Article2000

Valuing marketing's contribution

91 citations·0/0 files stored·European Management Journal

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Financial Reporting and Valuation Research Marketing and Advertising Strategies Corporate Governance and Management

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1991Managing Brand Equity 1998Market-Based Assets and Shareholder Value: A Framework for Analysis 1992Valuation: Measuring and managing the value of companies 1999How Advertising Works: What Do We Really Know?1996The loyalty effect: The hidden force behind growth, profits, and lasting value 1992The Effects of Brand Extensions on Market Share and Advertising Efficiency 1998Strategy as a portfolio of real options.

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2022Tourism e-commerce live streaming: Identifying and testing a value-based marketing framework from the live streamer perspective 2002Improving service firm performance 2006Stock analysts' assessments of the shareholder value of intangible assets 2008Determining the indirect value of a customer 2007Optimising marketing spend: return maximisation and risk minimisation in the marketing portfolio 2007Creating and capturing value in KAM relationships

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Details

Year2000

Typearticle

Published2000-06-01

VenueEuropean Management Journal

ISSN-L0263-2373

Languageen

Citations91

Files0 public / 0

ShelfFinancial Reporting and Valuation Research

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doi10.1016/s0263-2373(00)00006-2

openalex_workW1986757771

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2004Stratégies de marque et richesse des actionnaires: une approche financière du capital-marque

2002Options theory and options thinking in valuing returns on brand investments and brand extensions