Abstract
The issues to be addressed in Chapter 21 include:
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1
The assessment and measurement of the marketing function’s contribution to corporate success.
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2
Costs and their behaviour in relation to output and profit.
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3
The concepts of cash flow and net present value.
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4
Summary measures of performance.
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5
Management ratios and their use in diagnosing a firm’s financial health.
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Notes and References
John A. Howard, Marketing Management (Homewood, Ill.: Irwin, 1st edn 1957; rev. edn 1963) p. 207.
See n. 1 above.
See John Sizer, ‘Investment Life Cycle of a Hypothetical New Product’, in An Insight into Management Accounting (Harmondsworth: Penguin, 1979).
Journal of Marketing, 37 (July 1973) pp. 48–53.
A clearly worked example which highlights the difference between the two measures is to be found in A. H. Taylor and H. Shearing, Financial and Cost Accounting for Management (London: Macdonald & Evans, 1974) 6th edn.
Morris J. Gottlieb and Irving Roshwalb, ‘The “Present Value” Concept in Evaluating New Products’, New Ideas for Successful Marketing, Proceedings of the American Marketing Association, World Congress, Chicago (1966) pp. 387–400;
D. Maynard Phelps (ed.), Product Management: selected readings (Homewood, Ill.: Irwin, 1970).
London: Heinemann (1979).
Harmondsworth: Penguin Books, 1979.
P. Drucker, The Practice of Management (New York: Harper & Row, 1954).
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© 1992 Michael J. Baker
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Baker, M.J. (1992). Control. In: Marketing Strategy and Management. Palgrave, London. https://doi.org/10.1007/978-1-349-22167-7_21
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DOI: https://doi.org/10.1007/978-1-349-22167-7_21
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