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Volume 7, Issue 2
1 April 1986
Journal of Business Strategy Cover Image for Volume 7, Issue 2
Review Article| April 01 1986

COST CONTAINMENT IN MARKETING Available to Purchase

A.J. Magrath;
A.J. Magrath
Manager of Market Planning and Research for the Canadian subsidiary of a Fortune 500 diversified manufacturer. He also lectures on marketing for the Canadian Institute of Management at the University of Western Ontario
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Kenneth G. Hardy
Kenneth G. Hardy
Kenneth G. Hardy is Associate Professor at the Canadian Institute of Management at the University of Western Ontario
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1197
Print ISSN: 0275-6668
© MCB UP Limited
1986
Journal of Business Strategy (1986) 7 (2): 14–20.
https://doi.org/10.1108/eb039148

Asking probing questions about marketing costs is another way of asking whether what one does for customers matters to them.

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© MCB UP Limited
1986
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