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Markenmanagement und finanzielle Transaktionen

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Ganzheitliches Corporate Finance Management

Zusammenfassung

In der Welt des Finanzmanagements sind Marken noch immer unterbewertete und für finanzielle Transaktionen wenig genutzte Vermögensgegenstände. Liegt die „Verzögerung“, mit der das Thema Markenwert in Finanzkreisen diskutiert und aktiv genutzt wird, in der vermeintlichen Schwierigkeit, diese Werte zu messen, begründet?

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Literaturverzeichnis

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Authors
  1. Jürgen Häusler
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  2. Nik Stucky
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Editor information

Klaus-Peter Wiedmann Carsten Heckemüller

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© 2003 Betriebswirtschaftlicher Verlag Dr. Th. Gabler/GWV Fachverlage GmbH, Wiesbaden

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Häusler, J., Stucky, N. (2003). Markenmanagement und finanzielle Transaktionen. In: Wiedmann, KP., Heckemüller, C. (eds) Ganzheitliches Corporate Finance Management. Gabler Verlag. https://doi.org/10.1007/978-3-322-90656-4_35

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  • DOI: https://doi.org/10.1007/978-3-322-90656-4_35

  • Publisher Name: Gabler Verlag

  • Print ISBN: 978-3-322-90657-1

  • Online ISBN: 978-3-322-90656-4

  • eBook Packages: Springer Book Archive

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