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Financial Dimensions of Marketing Decisions

Financial Dimensions of Marketing Decisions

Hardcover

Series: Palgrave Studies in Marketing, Organizations and Society

Investing & FinanceManagementMarketing

ISBN10: 3030155641
ISBN13: 9783030155643
Publisher: Palgrave Macmillan
Published: Jun 13 2019
Pages: 247
Weight: 1.03
Height: 0.63 Width: 5.83 Depth: 8.27
Language: English
This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.

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