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This Handbook relates marketing actions to various types of risk and return metrics that are typically used in the domain of finance.
Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing's contribution to the bottom-line and link marketing investments and assets to metrics that ...
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Cheltenham, UK : Edward Elgar, 2012
658.8 HAN
Buku Teks Universitas Indonesia Library
