Publication Type

Magazine Article

Publication Date

11-2014

Abstract

In times of uncertainty and volatility,the active management of marketbasedassets, such as brands andchannel relationships, take on a newsignificance in managing risk.

Discipline

Advertising and Promotion Management | Business Administration, Management, and Operations | Marketing

Research Areas

Marketing

Publication

Asian Management Insights

Volume

1

Issue

2

First Page

34

Last Page

40

ISSN

2315-4284

Publisher

Singapore Management University

Copyright Owner and License

Singapore Management University

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

1