Unraveling the Marketing Mystique - The allocation of dollars for marketing projects can get very emotional and territorial. A more objective method is the portfolio approach to this decision process, described here. It employs the same type of analysis and tracking rigor that finance managers use to determine resource allocations rather than treating marketing expenses as one huge black hole ...
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|Authors:||Eechambadi, Naras V.|
Strategic finance : leadership strategies in accountants and financial professionals. - Montvale, NJ : Institute of Management Accountants, ISSN 0025-1690, ZDB-ID 14706659. - Vol. 87.2005, 1, p. 41-47
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