TY  - BOOK
AU  - Fitzpatrick,Heather L.
TI  - Marketing management for non-marketing managers: improving returns on marketing investments 
SN  - 9781119449355
AV  - HF5415.13 .F586 2013eb
U1  - 658.8 23
PY  - 2013///
CY  - New York
PB  - American Institute of Certified Public Accountants
KW  - Marketing
KW  - Management
KW  - Electronic books
N1  - Includes bibliographical references; Front Matter -- WHAT IS MARKETING?. A MARKET LEADER'S DEFINITION OF MARKETING -- MANAGING THE DISCIPLINE OF MARKETING. THE DISCIPLINE OF MARKETING -- BRAND MANAGEMENT FUNDAMENTALS -- EVALUATING PROPOSED INVESTMENTS IN THE MARKETING FUNCTION. EVALUATING MARKETING PLAN ALIGNMENT -- UNDERSTANDING WHAT INFLUENCES MARKET BEHAVIOUR -- ALIGNING MARKETING TACTICS WITH INFLUENCING FACTORS -- PRODUCTS AND SERVICES -- PLACEMENT OR DISTRIBUTION -- PRICING -- PROMOTIONS -- EVALUATING RETURNS ON MARKETING INVESTMENTS -- MANAGING MARKETING OPERATIONS. WHY DO GOOD PLANS FAIL? -- STAFFING THE MARKETING DEPARTMENT -- MANAGING MEASUREMENT -- CULTIVATING SYSTEMATIC LISTENING -- CONCLUSION. FOUR TESTS TO RUN BEFORE FUNDING -- NOW WHAT? -- GLOSSARY -- APPENDIX A: REFERENCES AND RESOURCES
UR  - https://eresourcesptsl.ukm.remotexs.co/user/login?url=https://doi.org/10.1002/9781119449355
ER  -