Adding Value to Marketing

ISBN: 9780749421755

出版社: Kogan Page Ltd

出版年: 1998-10

页数: 200

定价: $ 56.49

装帧: Pap

内容简介

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.