Assessing the effect of marketing investments in a business marketing context
V. Kumar; S. Sriram; Anita Luo; Pradeep K. Chintagunta
| Year of publication: |
2011
|
|---|---|
| Authors: | Kumar, V. ; Sriram, S. ; Luo, Anita ; Chintagunta, Pradeep K. |
| Published in: |
Marketing science. - 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 |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009384003