Marketing and the Bottom Line, Second Edition 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Tim. Ambler 作者

Financial Times Prentice Hall

译者

2004-03-30 出版日期

336 页数

USD 39.99 价格

Paperback

丛书系列

9780273661948 图书编码

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Marketing and the Bottom Line, Second Edition 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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An excellent book; thoughtful and informative. Itwill open the minds of board members to the fact that marketing's value can andshould be measured. The data produced is a vital indicator of a company'shealth." -Mike Mawtus, Vice President, IBM Euro Global Initiatives "I hate this book. It will only encourage theaccountants." -Anne Moir, -Head of Marketing, Quadriga Worldwide "This book should be required reading for all boarddirectors. It shows why marketing underpins shareholder value creation, and howmarketing effectiveness should be measured and monitored." -Professor Peter Doyle, Warwick Business School Strip out all the flash talk and pretty posters and you'llfind that marketing is all about cash: either finding where it is and how toget a bigger share of it or spending it in an attempt to generate more of it. Both fairly hard, measurable, results driven functions. Andyet for years, while other departments have been subjected to intense scrutinyon their contribution to shareholder value, marketing have been able to makejokes about not knowing which 50% of their work produced the results. Not any more, Marketing isn't a special case, it isn'tdifferent and it certainly isn't impossible to measure. It's an investment.Unless you can measure its impact, you're wasting your money. Here for the first time, is a book that explains the"why" as well as the "what" and the "how" ofmarketing metrics. >

Marketing and the Bottom Line, Second Edition 在线电子书下载 mobi epub pdf txt 在线电子书下载

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