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| Author: | Weber, J. A. |
| Title: | Managing the marketing budget in a cost-constrained environment |
| Journal: | Industrial Marketing Management
2002 : NOV, VOL. 31:8, 705-717 |
| Index terms: | Marketing costs Marketing management Economic efficiency Productivity |
| Language: | eng |
| Abstract: | The author reviews contemporary approaches to monitoring marketing productivity and suggests how a procedure called Path Marketing Analysis can add additional insights for both evaluating alternative potential marketing strategies and for setting future marketing budgets with shareholder value as a primary objective. |
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