TY  - GEN
T1  - Brand valuation /
AU  - Murphy, John,
AU  - Murphy, John,
ET  - Second edition.
CN  - HD69.B7
N1  - Gift; Recd 07/97; Contents : 1. The nature of brands; 2. The benefits of valuing brands; 3. Alternative methods of brand valuation; 4. Valuation of trade marks and brand names; 5. Accounting for brands : the practitioner's perspective; 6. Accounting for brands : an industry perspective; 7. Brand valuation and its role in mergers and acquisitions; 8. Is brand valuation of any use to the investor? 9. Valuation and licensing; 10. Valuing publishing titles; 11. Evaluating brands : US experience and practice; 12. Brands as legal property; 13. Brand accounting; 14. Managing the brand manager; 15. The corporate brand; 16. Developing brand strategy; 17. The importance of intangible assets in economic activity : the Japanese information capital paradox; 18. The future of branding;.
ID  - 21563
KW  - Branding (Marketing)
KW  - Brand name products.
KW  - Trademarks.
KW  - MARKS : BRANDS : VALUATION
SN  - 0712650202
TI  - Brand valuation /
ER  -