Decision equity : the ultimate metric to connect marketing actions to profits /
| Main Author: | |
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| Other Authors: | |
| Format: | Book |
| Language: | English |
| Published: |
New York, NY :
Business Expert Press,
2011.
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| Edition: | 1st ed. |
| Series: | Marketing strategy collection.
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| Subjects: |
| Abstract: | More than even before, marketers need to justify their decisions by linking them to the corporate bottom line. While this is a challenging task, what makes it more daunting is the absence of a systematic approach and an overarching metric to help make financially sound marketing decisions. |
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| Physical Description: | xiii, 181 pages ; 23 cm. |
| Bibliography: | Includes bibliographical references (pages [169-171]) and index. |
| ISBN: | 9781606491935 1606491938 |
| ISSN: | 2150-9654 |