An approach to assess the importance of brand equity in acquisition decisions
By: Vijay Mahajan, Vithala R. Rao, and Rajendra K. Srivastava
Contributors: Rao, Vithala R; Srivastava, Rajendra K
Series: Report -- no. 93-124; Report (Marketing Science Institute) -- no. 93-124
Publisher: Marketing Science Institute
Published: 1993
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 23
Subjects: Consolidation and merger of corporations -- Decision making; Diversification in industry -- Decision making; Brand name products
Notes: "Working paper."

"December 1993."

Includes bibliographical references (p. 23)