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ISBN: 0471497428, 9780471497424Издательство: John Wiley & Sons
Год издания: 2001
In the past the value of any company lay principally in its tangible assets, such as stock, plant and property. Over recent years this has changed considerably and a large proportion of the market capitalisation of any company is now likely to consist ofintangible assets, such as its brand name. The value of names like Coca Cola, Microsoft, BMW and IBM is immense. However, although analysts and accountants are aware of the value of brands, many company managers still underestimate the importance of their brand. Careful management of a company's brand and reputation has become essential to its success. It takes time and effort to build a successful brand but this can become tarnished in days, with consequential damage to the value of the company. Brands: Visions and Values features contributions from leading experts on brands, ranging from the image that brands convey to their valuation. This book is a clear and informative look at the importance of brands to...