Marketing management for non-marketing managers : improving returns on marketing investments / Heather Fitzpatrick

Livre

Fitzpatrick, Heather L.. Auteur

Edité par American Institute of Certified Public Accountants - 2013

La 4è de couverture indique : "Although marketing-related expenses are a significant portion of most organisations' budgets, it is often frustrating for those with budget oversite to get a clear picture of the returns on their marketing investment. This engaging book offers practical ways for non-marketing managers and executives to measure and improve marketing returns. It gives you the tools you need to be able to correctly assess the potential of your marketing and accurately evaluate the returns"

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