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Exploring the intersection of marketing and finance, this book emphasizes the importance of aligning these two fields to enhance brand value and financial returns. It highlights how brands can create consumer value while also serving financial objectives, ultimately benefiting shareholder value. Additionally, it addresses the increasing significance of corporate responsibility, examining how brands impact various stakeholders beyond just consumers.
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Brands, Bobby J. Calder
- Language
- Released
- 2020
- product-detail.submit-box.info.binding
- (Paperback)
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- Title
- Brands
- Subtitle
- An Integrated Marketing, Finance, and Societal Perspective
- Language
- English
- Authors
- Bobby J. Calder
- Publisher
- Now Publishers Inc
- Released
- 2020
- Format
- Paperback
- Pages
- 94
- ISBN13
- 9781680837469
- Category
- Business and Economics
- Description
- Exploring the intersection of marketing and finance, this book emphasizes the importance of aligning these two fields to enhance brand value and financial returns. It highlights how brands can create consumer value while also serving financial objectives, ultimately benefiting shareholder value. Additionally, it addresses the increasing significance of corporate responsibility, examining how brands impact various stakeholders beyond just consumers.