value of marketing assets in corporate financial statements. The reason for this return is the impending change to …, trademarks and other marketing assets, curbed by the acceptance of International Accounting Standards rules of recognition. The … implications for marketing as a business function seeking to account for the resources it is charged with expending are examined …

. Munkánkban a pénzügyi, a működési és a marketing megközelítések ötvözésére törekszünk. ; The aim of our paper is to understand … we will try to match financial, operational, and marketing approaches. …

fundamental questions in of B2B marketing. Value creation is a process achieved in a business relationship. We put forward the …-economic (social) components, which are interrelated. Both the buyer (purchasing) and the seller (marketing) always have their own … kapcsolatokon keresztül létrejövő értékteremtés folyamata napjainkban a szervezetközi (business) marketing alapvető kérdései közé …