Options theory and options thinking in valuing returns on brand investments and brand extensions

Journal of Product & Brand Management

Volumn 11, Issue 2, 2002, Pages 115-128

  Dias, Sam ^a   Ryals, Lynette ^b  

^a Dataworks Analytics   (United Kingdom)

^b CRANFIELD UNIVERSITY   (United Kingdom)

Author keywords

Branding; Effectiveness; Marketing; Options

Indexed keywords

EID: 84986166478     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420210423482     Document Type: Article

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