MARKETING ASSETS AS PART OF THE COMPANY'S VALUE
( Pp. 226-231)

The subject of the research made in this article is the management of the company assets value, mainly in it`s most relative part - marketing assets. Under marketing assets we understand the market strategy; info of the clients; market research methods; the results of market research; know-how of marketing technologies; high reputation of the company and qualified personal, long-term relations with the clients; "brands" (trade marks). Obviously the real value of it`s assets can vary from time to time, which make the increasing or decreasing of companies assets possible depending of the current needs of the company . The author comes to the conclusion of the absence of the unified model of marketing assets management, of the contradictions in understanding of the company assets value among managers and raters. The author proposes the development of the unified principles of the appraisal of the of marketing assets management effectiveness and the methods of the appraisal of it`s impact to the total value of the company

Melnikov D.P., (2015), MARKETING ASSETS AS PART OF THE COMPANY'S VALUE. Business in Law, 3 => 226-231.

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principles, rating, the cost, marketing assets, management.