Strategic market planning: How marketing channel strategies can be used to understand and boost intangible firm values

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This briefing looks at the ability for value appropriation to boost organization value through marketing channels.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2018), "Strategic market planning: How marketing channel strategies can be used to understand and boost intangible firm values", Strategic Direction, Vol. 34 No. 7, pp. 9-11. https://doi.org/10.1108/SD-04-2018-0081