TITLE

From the editor

AUTHOR(S)
Neal, Carolyn P.
PUB. DATE
May 2007
SOURCE
Marketing Management;May/Jun2007, Vol. 16 Issue 3, p2
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article presents a letter from the editor of "Marketing Management" concerning the May 2007 issue. The issue focuses on the ways that marketing managers can assess the value of marketing strategies and tactics in terms of their return on investment. The only way that marketing will be taken seriously within organizations is if its return can be analyzed. Several articles address this problem, focusing on collaboration between marketing and finance, return on investment tools, and metrics that can be used by marketers.
ACCESSION #
26224778

 

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