Marketing finance turning marketing strategies into shareholder value
Stresses the pivotal relationship between finance and strategy in the marketing process, and demonstrates the techniques and calculations that are necessary to formulate a comprehensive plan. This work also concentrates on how financial input in marketing can create shareholder value
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| Format: | Book |
| Language: | English |
| Published: |
Oxford
Butterworth-Heinemann
2004
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Accountable marketing the economics of data-driven marketing