| 书目名称 | Financial Dimensions of Marketing Decisions |
| 编辑 | David W. Stewart |
| 视频video | http://file.papertrans.cn/344/343011/343011.mp4 |
| 概述 | A strong grounding in both marketing and finance; it will be the equivalent of capital budgeting texts in finance but with a focus on marketing.Examples, templates, and other tools to facilitate the u |
| 丛书名称 | Palgrave Studies in Marketing, Organizations and Society |
| 图书封面 |  |
| 描述 | This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.. |
| 出版日期 | Book 2019 |
| 关键词 | marketing decision making; marketing expenditures; customer loyalty; innovation; marketing budgeting; Cas |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-030-15565-0 |
| isbn_softcover | 978-3-030-15567-4 |
| isbn_ebook | 978-3-030-15565-0Series ISSN 2661-8613 Series E-ISSN 2661-8621 |
| issn_series | 2661-8613 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerl |
|Archiver|手机版|小黑屋|
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