image

MARKETING AND THE BOTTOM LINE: THE NEW METRICS OF CORPORATE WEALTH

TIM AMBLER

2000

BOOK
Category

MARKETING

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.

ISBN 0273642480
Author(s) TIM AMBLER
Credits
Edition 1ST ED.
Year 2000
Publisher PRENTICE HALL AND FINANCIAL TIMES
Type BOOK
Keywords MARKETING
Language English
Collation 178 P., 17CM

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol I 4 No A