Stewart Ross s book which represents the distillation of thirty years of professional experience in industrial advertising and promotion is the only comprehensive and up-to-date working guide available for advertising sales and marketing managers of companies that manufacture products sold to other companies rather than to final consumers. Stressing practice rather than theory and providing in-depth coverage of every aspect of the marketing-communications program this manual will enable the working manager to obtain optimum results from outside services and suppliers or to establish an in-house advertising and promotion facility if is advantageous to do so.

This timely 6th edition of the classic Cost-Benefit Analysis text continues to build on the successful approach of previous editions with lucid explanation of key ideas simple but effective expository short chapters and an appendix on useful statistical and mathematical concepts and derivatives.

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