The Valuation Methods of Intangible Marketing Assets of the Company in the Context of Business Intelligence

The essential players in the modern economy are the customer-related companies as it is them who pay particular attention to the intangible assets. The value of such enterprises depends on the quantity of clients, the indispensable part of their strategic planning is taking into account the importance of brands, partnerships and products of business-intelligence (BI). In turn, business intelligence products, which are constantly evolving sophisticated information technology systems, play a huge role in retaining customers. Thus, since the valuation methods of BI has not been fully investigated, this work aims to define the cost of attracting and retaining customers using these assets. In order to make a special contribution in this field of economics and literature, the regression models were built based on pharmaceutical companies, whose industry is one of the most dynamically developing and unexplored. The research results will highlight the role of intangible assets, namely business intelligence, and will constitute the basis for further research.