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Identimod: modeling and managing brand value using soft computing

Autor
Chica, M.; Cordón, O.; Damas, S.; Iglesias, V.; Mingot, J.
Tipus d'activitat
Article en revista
Revista
Decision support systems
Data de publicació
2016
Volum
89
Pàgina inicial
41
Pàgina final
55
DOI
https://doi.org/10.1016/j.dss.2016.06.007 Obrir en finestra nova
URL
http://www.sciencedirect.com/science/article/pii/S0167923616300902 Obrir en finestra nova
Resum
Brands are one of the most important of a firm's assets. Brand-managing activities are typically related to brand positioning and integration with marketing campaigns, and can involve complex decisions. The branding of an organization is indeed a dynamic system with many cause-effect relationships as well as intangible and heterogeneous variables. In order to help brand managers and marketers, we propose a decision support system, named Identimod, for modeling and evaluating branding strategies....
Paraules clau
Branding, Decision support systems, Marketing, Soft computing
Grup de recerca
OPE-PROTHIUS - Organització de la Producció en Tallers Híbrids

Participants

  • Chica Serrano, Manuel  (autor)
  • Cordón García, Oscar  (autor)
  • Damas Arroyo, Sergio  (autor)
  • Iglesias, Valentín  (autor)
  • Mingot, José  (autor)