Making Marcom an Investment - Market-driven accounting system splits spending into business-building and brand-building activities.
| Year of publication: |
1997
|
|---|---|
| Authors: | Schultz, Don E. ; Gronstedt, Anders |
| Published in: |
Marketing management : a quarterly business management publication of the American Marketing Association. - Chicago, Ill : AMA, ISSN 1061-3846, ZDB-ID 12018028. - Vol. 6.1997, 3, p. 10-13
|