𝔖 Bobbio Scriptorium
✦   LIBER   ✦

From the foundation: Integrated advertising/marketing communication

✍ Scribed by Bob Stone


Publisher
John Wiley and Sons
Year
1991
Weight
235 KB
Volume
5
Category
Article
ISSN
0892-0591

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✍ Rex Briggs; R. Krishnan; Norm Borin πŸ“‚ Article πŸ“… 2005 πŸ› John Wiley and Sons 🌐 English βš– 201 KB

Companies have made major improvements in improving the ROI in areas such as production, logistics, and services. However, examining the productivity of marketing has long been ignored and has led many companies to view it as an expenditure that can be cut in difficult economic times. Calculating RO