haku: @author Thomas, M. J. / yhteensä: 4
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| Tekijä: | Thomas, M. J. |
| Otsikko: | Does your marketing pay? |
| Lehti: | Management Decision
1987 : VOL. 25:4, p. 41-45 |
| Asiasana: | MARKETING PRODUCTIVITY MEASUREMENT |
| Kieli: | eng |
| Tiivistelmä: | The two aspects of marketing productivity analysis; 1/ management, 2/ efficiency. A framework for productivity improvements based on market response analysis is given, including expense control, volume control and profitability control. Standards of performance are set up. The role and characteristics of accounting information systems for productivity analysis are revealed. Full cost accounting and contribution accounting are discussed in detail. The main steps of accounting procedures are indicated. Different measures of profitability are derived. A guide for marketing cost analysis in tabular form is given. |
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