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 ...
|Year of Publication:||
|Contributors:||Eechambadi, Naras V.|
|Type of Publication:||Article|
|Title record from database:|| OLC-SSG Economic Sciences|
|Availability:||More access options|
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