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Optimising marketing spend: return maximization and risk minimization in the marketing portfolio
Ryals, Lynette
;
Dias, S
;
Berger, M
(
Westburn Publishers
,
2007-11-01
)
Options theory and options thinking in valuing returns on brand investments and brand extensions
Dias, S
;
Ryals, Lynette
(
Emerald Group Publishing Limited
,
2002-01-01
)
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Author
Dias, S (2)
Ryals, Lynette (2)
Berger, M (1)
Subject
Branding (1)
Effectiveness (1)
Marketing (1)
Options (1)
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Date Issued
2007 (1)
2002 (1)