Department of Marketing, University of Murcia, Murcia, Spain
Mini Review
A New Decision Framework of Multi-Attribute Online Reverse Auctions for Green Supplier Selection under Mixed Uncertainty
Author(s): Lert Marin*
We argue that marketers can use internal reporting to create marketing accounts that give a complete picture of how marketing has contributed
to the value of the company and make it easier to be more accountable for how market-based assets are used. Our objective is to demonstrate
to marketers how they can increase their credibility in highlighting the value of marketing. However, in return, marketers must record their own
assumptions in what we refer to as "marketing accounts." We wish to be sure about what we don't do. Discussions regarding the usefulness of
commercial brand valuations are unaided by our research. In point of fact, marketing accounts do not in any way necessitate the use of particular
valuation models. Brand equity models, customer equity models, or any other model can be used by marketing accounts. A brand equity approach
may be de.. Read More»
DOI:
10.37421/2795-5833.2023.13.481
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