Financial Dimensions of Marketing Management

V. H. Kirpalani

39 citations0/0 files storedJournal of Marketing

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Accounting and Organizational Management Marketing and Advertising Strategies Corporate Governance and Management

Abstract

Although many different kinds of techniques can aid in the more effective allocation of marketing effort, renewed interest has recently been shown in the possible contribution of tools developed in the functional areas of accounting and finance. The nature, areas of application, and limitations of some of these profit-oriented aids to decision making and control are discussed in this article.

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