COST CONTAINMENT IN MARKETING
A.J. Magrath
(Manager of Market Planning and Research for the Canadian subsidiary of a Fortune 500 diversified manufacturer. He also lectures on marketing for the Canadian Institute of Management at the University of Western Ontario)
Kenneth G. Hardy
(Kenneth G. Hardy is Associate Professor at the Canadian Institute of Management at the University of Western Ontario)
299
Abstract
Asking probing questions about marketing costs is another way of asking whether what one does for customers matters to them.
Citation
Magrath, A.J. and Hardy, K.G. (1986), "COST CONTAINMENT IN MARKETING", Journal of Business Strategy, Vol. 7 No. 2, pp. 14-20. https://doi.org/10.1108/eb039148
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited