The management of the marketing function : a series of essays
- Eldridge, Clarence E.
- [New York] : Association of National Advertisers, 
- Copyright Date:
- Physical Description:
- 16pts. in 1 ; 24 cm
- Additional Creators:
- Association of National Advertisers
Full Text available online
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- pt.1. Marketing.--pt.2. The problems of growth.--pt.3. The chief executive's role in marketing.--pt.4. The marketing organization.--pt.5. The role and importance of the marketing plan.--pt.6. The state of advertising and a look into the future.--pt.7. The role of advertision.--pt.8. The marketing budget and its allocation.--pt.9. The before-and-after evaluation of advertising effectiveness.--pt.10. The role of promotion.--pt.11. The role of marketing research.--pt.12. The role of the advertising agency.--pt.13. The client-agency relationship.--pt.14. The role of the marketing director.--pt.15. The role of the advertising manager.--pt.16. The role of the product manager.
- In box; title form box.
View MARC record | catkey: 20789