An approach to assess the importance of brand equity in acquisition decisions
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Author
Contributions
- Rao, Vithala R - Contributor
- Srivastava, Rajendra K - Contributor
Publication
1993 - Marketing Science Institute, Cambridge, Mass, Massachusetts
Language
English
Subjects
Topics
Decision makingBrand name productsDiversification in industryConsolidation and merger of corporationsDiversification in industry -- Decision makingConsolidation and merger of corporations -- Decision making
Series Statement
- Report -- no. 93-124
- Report (Marketing Science Institute) -- no. 93-124
Other Editions
- An approach to assess the importance of brand equity in acquisition decisions
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