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Most marketing managers and CEOs want to know what return they can expect on marketing expenditure. In this second edition, Tim Ambler explains how to determine which portfolio of marketing activities will reap the best outcome and sales.
Publication of the present volume, with its three papers on macroeconomic aspects of public enterprise in mixed economies, marks an important stage in the Fund's interest in the public enterprise sector as affecting the macroeconomic stability of members with mixed economies.
