1992 | OriginalPaper | Buchkapitel
Control
verfasst von : Michael J. Baker
Erschienen in: Marketing Strategy and Management
Verlag: Macmillan Education UK
Enthalten in: Professional Book Archive
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The issues to be addressed in Chapter 21 include: 1The assessment and measurement of the marketing function’s contribution to corporate success.2Costs and their behaviour in relation to output and profit.3The concepts of cash flow and net present value. 4Summary measures of performance.5Management ratios and their use in diagnosing a firm’s financial health.