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Marketing, Cost Management & Management Accounting |
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Author: Professors George Foster & Mehendra Gupta In this soft cover document, Professors Foster and Gupta point out the significant disconnection between the focus of marketing and the focus on cost management in most firms. Marketing costs often produce benefits that are difficult to quantify, such as goodwill and name recognition. As a result, there are significant challenges that must be overcome in order to apply manufacturing cost analysis techniques to the control of marketing costs. |
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