Roger A. Kerin, Vijay Mahajan, P. Varadarajan ... All too often, the only short run solution is to cut dividends or increase bank borrowings. ... Even in the longer run , financial solutions to the problems posed imply costs as well as benefits.
|Title||:||Contemporary perspectives on strategic market planning|
|Author||:||Roger A. Kerin, Vijay Mahajan, P. Varadarajan|