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Doyle, David P. 作者

Kogan Page Ltd

译者

1998-10 出版日期

200 页数

$ 56.49 价格

Pap

丛书系列

9780749421755 图书编码

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Adding Value to Marketing 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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The thrust of this work is to suggest that the marketing function requires a more focused and cost-effective orientation. Doyle describes techniques that should help marketing managers and financial controllers manage their resources more effectively by: recognizing the changing dynamics of the market place; costing projects more effectively using techniques such as activity-based costing; identifying and developing a company's real revenue drivers; and adopting a more holistic emphasis rather than concentrating on piecemeal attempts to satisfy individual customer needs. Ultimately the philosophy behind the book is that marketing can be more profitable, more productive and more efficient if it is to justify its place in the organization of the future.

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