Measuring intangible value in business to business buyer-seller relationships: an intellectual capital perspective
The value in a firm's relationships needs to be developed and managed carefully and marketing managers need to be able to quantify this value in order to manage it and in order to argue for their share of the firm's resources to develop it. This paper describes a study that aims to test a...
| Main Authors: | , |
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| Format: | Others |
| Published: |
AUT Faculty of Business,
2011-02-21T02:49:19Z.
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| Subjects: | |
| Online Access: | Get fulltext |