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Assessing consequences of component sharing across brands in the vertical product line in the automotive market
Component sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness. Combining experimental with econometric ...
Time-series models of pricing the impact of marketing on firm value
(Edward Edgar Publishing, 2012-05)
Marketers continuously engage in actions such as product launches and advertising that are aimed at generating profitable customer response and increasing key marketing assets such as customer satisfaction and brand equity. ...
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