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Date: 2013
Language: eng
Resource Type: conference paper abstract
Identifier: http://hdl.handle.net/1959.14/276995
Description: This research responds to the need for objective measures of brand equity, containing incremental information to the financial measures. It is grounded in Keller and Lehman’s (2009) theory of maximisi ... More
Date: 2013
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/273136
Description: This paper explores the marketing accountability concept and identifies the capabilities of marketing practitioners that link marketing activities and strategies to organizational outcomes. Where prev ... More
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