haku: @indexterm Economic efficiency / yhteensä: 231
viite: 18 / 231
| Tekijä: | Weber, J. A. |
| Otsikko: | Managing the marketing budget in a cost-constrained environment |
| Lehti: | Industrial Marketing Management
2002 : NOV, VOL. 31:8, 705-717 |
| Asiasana: | Marketing costs Marketing management Economic efficiency Productivity |
| Kieli: | eng |
| Tiivistelmä: | 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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