Paying the Marketing Freight

Managing the financial aspects of marketing is often a neglected function. Marketers are not accountants, and bulldogging a budget is not nearly as exciting as developing award-winning ad campaigns. In this chapter the resources necessary to support various forms of marketing are described and practical information provided on getting the most for the marketing investment. Guidance is provided on how to turn marketing from a cost center into a contributor to the organization’s bottom line.


Marketing Activity Marketing Effort Marketing Campaign Advertising Expenditure Direct Mail 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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  1. Thomas, Richard K., and Michael Calhoun (2007). Marketing Matters: A Guide for Healthcare Executives. Chicago: Health Administration Press.Google Scholar

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© Springer Science+Business Media, LLC 2008

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