Accountable Marketing :
Linking Marketing Actions to Financial Performance
by David W. Stewart and Craig T. Gugel
English | 2016 | ISBN: 0765647079 | 359 Pages | ePUB | 3.9 MB
This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.