Abstract

In the article the analysis of the current state of management by consumer business capital is carried out. It is based on three components: system of communications with consumers and external subjects, the history of relationship with them and the database about partners; portfolio management of trade marks (brands); the.

Keywords: consumer capital, trade mark, informatization, computerization, franchise

Cite as: Golysheva, E. (2010). Current state management of the consumer capital of domestic enterprises. Marketing and Management of Innovations, 2, 139-144. https://doi.org/10.21272/mmi.2010.2-16

This work is licensed under a Creative Commons Attribution 4.0 International License

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