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- W2483920424 abstract "There are specific functional areas of the organization where the principles of corporate portfolio management (CPM) can be applied initially to drive demonstrable impact. Starting CPM within one area of the organization ultimately serve as a catalyst for other parts of the organization to move toward a CPM capability. This chapter discusses the specifics on how CPM can be deployed across the following functional areas—information technology (IT), innovation/research and development, marketing/advertising and promotion, capital planning and sales force. It also enlists three classes of marketing based on the exactness with which these types of marketing campaigns can be valued." @default.
- W2483920424 created "2016-08-23" @default.
- W2483920424 creator A5091591988 @default.
- W2483920424 date "2012-01-02" @default.
- W2483920424 modified "2023-10-10" @default.
- W2483920424 title "Applying CPM to Functional Areas within the Organization" @default.
- W2483920424 doi "https://doi.org/10.1002/9781119196860.ch3" @default.
- W2483920424 hasPublicationYear "2012" @default.
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