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Marketing and the Bottom Line: The Marketing Metrics to Pump Up Cash Flow
by Tim Ambler
Ambler answers that question by revealing the portfolio of marketing activities that are likely to deliver maximum results on investment. Includes case studies, metrics, and analytical tools based on research at such companies as IBM, Dell, and McDonald's.
Paperback, Second Edition, 336 pages
Published April 9th 2004 by FT Press
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