Brand licensing (Record no. 12241)

MARC details
000 -LEADER
fixed length control field 00798npc a2200181Ia 4500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140613s2013 xx 000 0 und d
060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER
Classification number 658.827
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name JAYACHANDRAN, SATISH
245 ## - TITLE STATEMENT
Title Brand licensing
Remainder of title What drives royalty rates?
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Date of publication, distribution, etc. 2013
300 ## - PHYSICAL DESCRIPTION
Extent 108-122
520 ## - SUMMARY, ETC.
Summary, etc. In brand licensing, the brand owner grants another firm the right to use the brand. This differs from franching, in which a contractual arrangement between a franchisor and a franchisee exist to run a business based on the franchisor's business model. Brand licensing helps generate revenues and protect the brand from misappropriation.
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term BRANDING
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term MARKETING
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name KAUFMAN, PETER
773 ## - HOST ITEM ENTRY
Other item identifier P15079
Note M
Host Itemnumber 27734
Host Biblionumber 11181
Title JOURNAL OF MARKETING
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Articles

No items available.


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