INDEX
Please note that index links point to page beginnings from the print edition. Locations are approximate in e-readers, and you may need to page down one or more times after clicking a link to get to the indexed material.
Accounts receivable, 117
Activities, 286
Business Case, 390–392
costing based on, 127–128
customer visit, 195–196
ratio, 133
ADL Life Cycle model, 613
Adler, Alfred, 81
Advertising. See also Promotional programs
competition, 172
effectiveness, 443
fundamentals, 577–579
historical marketing profile and, 428
marketing mix and, 438
programs, 575–582
types of, 428
Advisory members, 80
Agile development, 454, 457, 479
Alignment, 73
Alliances
in Marketing Plan, ...
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