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Brand value : 'hidden' asset in plain view / by Alfred M. King and Una Newman

By: King, Alfred M.
Contributor(s): Newman, Una.
Series: Strategic Finance.Publisher: USA, Institute of Management Accountants, Edition: 97 (7), July 2015.Description: 22-29, 8 pages.Subject(s): CFOs | Chief financial officers | Marketing | BrandsOnline resources: Download from Online Journals Summary: Investigates a financial tool which measures the value of marketing expenditures: brand value. Recommends CFOs become an integral part of planning with marketing executives to ensure investment goes into effective marketing strategies.
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Investigates a financial tool which measures the value of marketing expenditures: brand value. Recommends CFOs become an integral part of planning with marketing executives to ensure investment goes into effective marketing strategies.

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