How Marketing Contributes to the Bottom Line
David W. StewartUniversity of California, RiversideINTRODUCTION
Marketing is one of the last of the wild frontiers in American business today, a place where "cowboys" with wild ideas can literally create fortunes out of thin air. Given access to huge corporate budgets, marketing promises to take (not so) small investments and bring back huge returns. Through the late 1990s, marketing budgets and the organizations that consumed them spent more and more, promising larger market share, higher sales, and greater customer loyalty that would, in theory, generate greater cash flow for the corporation...