Enterprise Intangible Asset Management (Management Textbook for Higher Education)

Author: Wang Weiping
Publisher:
Publish Date: 2003-01-18
Features: This book provides a systematic and in-depth analysis and discussion of the new content in modern enterprise management—intangible asset management. The book is divided into two major sections. The first part discusses the concept and classification of intangible assets; the functions and content of intangible asset management; and the principles and approaches of intangible asset property management and operational management. The second part introduces and analyzes the management principles and methods for numerous specific contents of corporate intangible assets, covering trademarks, patents, proprietary technology, trade secrets, franchising rights, goodwill, marketing relationship networks, information resources, computer software, corporate culture, and corporate image. Many of the new contents are rich in contemporary characteristics and serve as a valuable supplement to the theory and practice of enterprise management.