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Marketing investment analysis : the critical success factors for financially evaluating and effectively controlling marketing investment decisions

By Keith Ward


School of Managemen

Year: 1991
OAI identifier:
Provided by: Cranfield CERES

Suggested articles


  1. (1989). Financial Aspects of Marketing”, Heinemarm, doi
  2. (1981). Marketing Costs - Accountants to the Rescue”, Management Accounting (US),
  3. (1989). Must Finance and Strategy Clash?“, Harvard Business Review, September-October

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