Added value: marketing basics?

Article Abstract:

The concept of added value is used widely in the marketing world but without any agreed definition. An analysis of 80 marketing textbooks revealed that the concept was used in all the books but was defined in only 5% of them. The concept also occurs in economics and accounting literature, and an analysis of its usage here aids the formation of a working definition for the marketing student. A key principle which emerges is that added value is quantifiable. Marketing specialists can take this as a potential added value which marketing activity can realise and should acknowledge the accounting basis in their use of this important term.

Terminology

---

Brands: the asset test

Article Abstract:

Many marketing managers and accountants feel that brands are not represented by financial reporting systems in a way which is relevant to their use, since they are often depicted as short-term propositions. Some companies are already reviewing their accounting procedures and changes are expected throughout the food and leisure industry. The way which brands are valued and capitalised is still under discussion, and much controversy exists in this area. The Accounting Standards Board (ASB) has just released some standards which may help to clarify the situation.

Accounting, auditing, & bookkeeping, Accounting & Auditing Services, Accounting, Tax Preparation, Bookkeeping, and Payroll Services, Standards, Accounting and auditing, Marketing industry, Accounting Standards Board, Brand name products, Brand names

---

Value-driven relational marketing: from products to resources and competencies

Article Abstract:

Relational marketing suggests that as part of relational marketing, companies should expand on their core product or service to meet their customers' value needs. However, relational marketing can only be effective if both parties are in true relational mode. An analysis of relational vs transactional intent, including details of the value-implications of both models is included.

Marketing, Methods, Models, Marketing management, Marketing models

Similar abstracts:

• Abstracts: Taking advice. Read the small print
• Abstracts: The art of marketing. You can do it!
• Abstracts: Exhibition audits can lead to measurable marketing results. 3 steps to getting the most for your trade show dollar

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.