TITLE

Profit-focused marketing

AUTHOR(S)
Shaw, Robert
PUB. DATE
March 2005
SOURCE
Brand Strategy;Mar2005, Issue 190, p14
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article states that marketing is in line for a makeover. Finance directors have squeezed dry the performance opportunities in the supply-chain, operations and elsewhere and are looking at marketing,' as the next source of performance improvements. Marketing services agencies are already experiencing cost squeezes, and there will be more. Models and analyses have been used sporadically in many companies for decades. These experiments offer proof-of-concept, however they have not become standard fixtures in mainstream budgeting and financial control.
ACCESSION #
16371199

 

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