Assessing the effect of marketing investments in a business marketing context
Year of publication: |
2011
|
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Authors: | Kumar, V. ; Sriram, S. ; Luo, Anita ; Chintagunta, Pradeep K. |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 30.2011, 5, p. 924-940
|
Subject: | B-to-B-Marketing | Business-to-business marketing | Kundenwert | Customer value | Allokation | Allocation | Marketingmanagement | Marketing management | Theorie | Theory |
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