Accountable marketing : linking marketing actions to financial performance
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York :
Routledge ,
c2016
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| Subjects: |
Table of Contents:
- 1. Introduction: making marketing accountable
- 2. Language, measures, and metrics: establishing standards
- 3. Linking finance and marketing
- 4. Organizational dimensions of marketing accountability