| | | | PROBLEMS OF MODERN ECONOMICS, N 4 (40), 2011 | | | | PROBLEMS OF MARKETING. LOGISTICS | | | Nikiforova S. V.
Professor, Chair of Marketing, St. Petersburg State University of Economics and Finances, PhD (Economics), Professor
Nikiforov A. V.
Assistant professor, Chair of Economic Theory, North-Western State Extramural Technological University (St. Petersburg), PhD (Economics)
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| | | The article discusses the process of evaluation of companies’ non-material assets, including trade brands in the process of their transference to the third persons within the frames of franchising operations. The authors offer a classification of methods of non-material assets’ evaluation and way of calculating the royalty rate in franchising operations | | Key words: non-material assets, brand, brand value, calculation of royalty rate, franchising | |
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