Managing the marketing budget in a cost-constrained environment
نویسندگان
چکیده
منابع مشابه
Managing the marketing budget in a cost-constrained environment
Marketing costs have been rising rapidly while both manufacturing and general management costs have been declining. As a result, those concerned with realigning corporate assets to maximize shareholder returns are requiring that marketers start proving their worth or be gradually starved of resources. Reflecting such pressures, marketing managers are being asked to provide more convincing evide...
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ژورنال
عنوان ژورنال: Industrial Marketing Management
سال: 2002
ISSN: 0019-8501
DOI: 10.1016/s0019-8501(01)00191-2