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MARKETING AND THE BOTTOM LINE: THE NEW METRICS OF CORPORATE WEALTH
TIM AMBLER
2000
BOOK
| Category |
MARKETING
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| Abstract |
SUMMARIZES A 30-MONTH RESEARCH PROJECT CARRIED OUT BY LONDON BUSINESS SCHOOL. REPORTS ON BEST PRACTICE IN MARKETING PERFORMANCE MEASUREMENT AND PROPOSES IMPROVEMENTS. ANALYZES THE IMPACT THAT MARKETING HAS ON THE FINANCIAL WELL-BEING OF A COMPANY, DRAWING ON THE EXPERIENCES OF MAJOR CORPORATIONS INCLUDING 3M, BRITISH AIRWAYS, AND MCDONALDS, AND OFFERS TECHNIQUES FOR FOCUSING THE ORGANIZATION ON WEALTH-CREATION RATHER THAN WEALTH-RETENTION. AMBLER IS AFFILIATED WITH LONDON BUSINESS SCHOOL. C. BOOK NEWS INC.
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| ISBN |
0273642480
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| Author(s) |
TIM AMBLER
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| Credits |
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| Edition |
1ST ED.
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| Year |
2000
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| Publisher |
PRENTICE HALL AND FINANCIAL TIMES
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| Type |
BOOK
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| Keywords |
MARKETING
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| Language |
English |
| Collation |
178 P., 17CM
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