TY  - BOOK
AU  - Doyle, David P.
TI  - Adding Value to Marketing: the role of marketing in today's profit-driven organization 
SN  - 0749421754
U1  - 658.8 
PY  - 1998///
CY  - London
PB  - Kogan Page, 
KW  - Marketing
KW  - Management
KW  - Costs.
KW  - Cout
N2  - Adopt the techniques needed to help manage budgets and campaigns effectively, including recognizing the changing dynamics of the marketplace and implementing activity-based costing for marketing activities
ER  -