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管理消费者沟通中的投资回报

Abstract

花费在广告、公关上的投资究竟能够带来多少收益?这个问题常让首席营销官们自己也感到困惑,价值/成本法跳出传统方法的局限。为如何精准地衡量客户沟通的投资回报,指出了一条明道。

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[塞克斯滕, 唐纳德 E] 中欧国际工商学院


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Source

21世纪商业评论

ISSN:1672-8343

Year:2006

Issue:7

Page:88-89

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