营销和利润》( Marketing and the Bottom Line)一书中,伦敦 商学院(London Business School)研究员 提姆安布勒(Tim Ambler)展示了一些测量
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The bottom line is that pharmaceutical companies as a whole invest more in marketing than they do in research and development.
底线是,制药公司整体上在市场营销上的投资要多于在研发上的投资。
“The utility is not what it does to the bottom line but how it works as a marketing tool, ” says Marty St. George, senior vice president of marketing and commercial strategy.
“最终的结果不是看社会媒体对损益平衡表的贡献,而是看它怎样为市场工作服务。” 该公司市场营销和商业战略的高级副总裁Marty St. George说。
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