原创力文档- 2
- 0
- 约2.23万字
- 约 15页
- 2026-11-04 发布于北京
- 举报
table{border-collapse:collapse;}table,th,td{border:1pxsolid#000;}
A“SystemsApproach”toIndustrial
MarketingCommunications
GuestColumnist:
FREDR.MESSNER
AccountDirector,Industrial,Technical
ScientificMarketingDivision
McCann-Erickson,Inc.
NewYork,NewYork
IFTHEREisonecommondenominatorformanagementmeninindustrialcompanies,itis
concernwithreturnoninvestment.
Yetmanagementisaskedtoapproveadvertisingbudgetsandexpendituresforwhichthe
“yardsticks”formeasuringreturnoninvestmentarepoorer—andfewer—thanwithalmost
文档评论（0）