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Keywords: Effectiveness
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Journal Articles
Options theory and options thinking in valuing returns on brand investments and brand extensions
Available to Purchase
Journal of Product & Brand Management (2002) 11 (2): 115–128.
Published: 01 April 2002
... this can be used both formally, to evaluate the contribution of marketing to the success of a brand extension, and informally, to influence the thinking of brand managers. © MCB UP Limited 2002 Branding Marketing Effectiveness Options Adverse price movements Today, shares...
