Marketing management for non-marketing managers
Subtitle: improving returns on marketing investments
By: Heather Fitzpatrick
Contributors: American Institute of Certified Public Accountants
Publisher: American Institute of Certified Public Accountants
Published: 2013
Place of publication: New York
Language: eng
Number of pages: 317
ISBN-13: 9781937352677
Subjects: Marketing; Management
Description: 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.
Notes: Includes bibliographical references.