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Marketing mix decisions : new perspectives and practices / editors Roger A. Kerin, Rob O'Regan.
LIBRA HF5415.135 .M374 2008
Available from offsite location
- Format:
- Book
- Language:
- English
- Subjects (All):
- Marketing--Decision making.
- Marketing.
- Marketing--Management.
- Marketing--Costs.
- Physical Description:
- xvi, 196 pages : illustrations ; 23 cm
- Place of Publication:
- Chicago, Ill. : American Marketing Association, [2008]
- Contents:
- Allocating marketing resources / Sunil Gupta and Thomas Steenburgh
- Marketing effectiveness: practical approaches to measurement and management / Gordon Wyner
- Practical measurement of advertising impact: the IBM experience / Todd M. Powers and Anil Menon
- Optimal allocation of marketing mix resources: B2C and B2B case studies / V. Kumar
- Strategic allocation of marketing resources: methods and insights / Venkatesh Shankar.
- Notes:
- Includes bibliographical references and index.
- ISBN:
- 0877573301
- 9780877573302
- OCLC:
- 221665004
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