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.
KeywordsMarketing Activity Marketing Effort Marketing Campaign Advertising Expenditure Direct Mail
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- Thomas, Richard K., and Michael Calhoun (2007). Marketing Matters: A Guide for Healthcare Executives. Chicago: Health Administration Press.Google Scholar