Fitzpatrick, Heather L.,  4  0   <br/><br/>
Marketing management for non-marketing managers :  improving returns on marketing investments /      6 
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Heather Fitzpatrick. 
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<br/><br/>Includes bibliographical references. 
<br/><br/>Front Matter -- WHAT IS MARKETING?. A MARKET LEADER'S DEFINITION OF MARKETING -- MANAGING THE DISCIPLINE OF MARKETING. THE DISCIPLINE OF MARKETING -- BRAND MANAGEMENT FUNDAMENTALS -- EVALUATING PROPOSED INVESTMENTS IN THE MARKETING FUNCTION. EVALUATING MARKETING PLAN ALIGNMENT -- UNDERSTANDING WHAT INFLUENCES MARKET BEHAVIOUR -- ALIGNING MARKETING TACTICS WITH INFLUENCING FACTORS -- PRODUCTS AND SERVICES -- PLACEMENT OR DISTRIBUTION -- PRICING -- PROMOTIONS -- EVALUATING RETURNS ON MARKETING INVESTMENTS -- MANAGING MARKETING OPERATIONS. WHY DO GOOD PLANS FAIL? -- STAFFING THE MARKETING DEPARTMENT -- MANAGING MEASUREMENT -- CULTIVATING SYSTEMATIC LISTENING -- CONCLUSION. FOUR TESTS TO RUN BEFORE FUNDING -- NOW WHAT? -- GLOSSARY -- APPENDIX A: REFERENCES AND RESOURCES       
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<br/><br/><label>ISBN: </label>9781119449355   
<br/><br/><label>ISSN: </label>2 
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<br/><br/><label>Standard No.: </label>10.1002/9781119449355        doi 
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<br/><br/><label>Nat. Bib. No.: </label> 2 
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<br/><br/><label>Subjects--Personal Names: </label><br/>     2     --0------
<br/><br/><label>Subjects--Corporate Names: </label><br/>     6 --0-- 2 --------
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<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing    ----Management.----20--
<br/><br/><label>Subjects--Geographic Terms: </label><br/>--------20--
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Electronic books.----2
<br/><br/><label>LC Class. No.: </label>HF5415.13  / .F586 2013eb2 
<br/><br/><label>Dewey Class. No.: </label>658.8  / 223 
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