TY  - JOUR
AB  - A comparative study was made by Coopers and Lybrand on the importance of various management areas. Of the executives surveyed in the early 1980's, only 29 percent perceived marketing as being most important. In 1985, 64 percent of the respondents felt that the most important area of the firm was marketing.
VL  - 1
IS  - 2
SN  - 0887-6045
DO  - 10.1108/eb024703
UR  - https://doi.org/10.1108/eb024703
AU  - Wind Yoram
PY  - 1987
Y1  - 1987/01/01
TI  - FINANCIAL SERVICES: INCREASING YOUR MARKETING PRODUCTIVITY AND PROFITABILITY
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 5
EP  - 18
Y2  - 2024/04/24
ER  -