Marketing practitioners and academics alike regard brand equity as a platform upon which to build a competitive advantage, future earnings streams, and shareholder wealth. Nevertheless, the conceptualization and measurement of brand equity, including its sources and outcomes, remain a challenge.
Content: Article
Authors: Dwight R. Riskey, Paulette Kish, Roger A. Kerin
Source: ManagementFirst
Subjects: Marketing / Sales, Strategy
Authors: Dwight R. Riskey, Paulette Kish, Roger A. Kerin
Source: ManagementFirst
Subjects: Marketing / Sales, Strategy
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original URL: http://www.managementfirst.com/marketing/articles/pepsico.php