000 00770nam a2200181Ia 4500
999 _c3567
_d3567
020 _a0749421754
082 _a658.8
_bDOY
100 _aDoyle, David P.
245 0 _aAdding Value to Marketing :
_bthe role of marketing in today's profit-driven organization /
_cDavid P. Doyle.
246 _aRole of marketing in today's profit-driven organization
260 _aLondon :
_bKogan Page,
_c1998.
300 _avii, 200 pages ;
_c23 cm
520 _aAdopt 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.
650 _aMarketing
_xManagement.
650 _aMarketing
_xCosts.
650 _aMarketing
_xCout
942 _cBK