Handbook of Marketing and Finance

Zusammenfassung Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. Top managers are constantly challenging marketers to document marketing's contribution to the bottom-line and link marketing investments and assets to metrics that matter to them.

Détails du produit

• Auteurs: Shankar Ganesan, Shankar (EDT) Ganesan
• Collaboration: Shankar Ganesan (Editeur)
• Edition: Elgar, Edward
• Langues: Anglais
• Format d'édition: Livre Relié
• Sortie: 31.05.2012
• EAN: 9781849802727
• ISBN: 978-1-84980-272-7
• Pages: 336
• Thème: Research Handbooks in Business and Management Series
• Catégorie: Sciences sociales, droit, économie > Economie > Publicité, marketing