Challenges in Measuring Return on Marketing Investment
| Year of publication: |
2010
|
|---|---|
| Authors: | Pauwels, Koen ; Reibstein, Dave |
| Published in: |
Review of marketing research : Vol. 6. - Bingley, U.K : Emerald, ISBN 978-0-85724-728-5. - 2010, p. 107-124
|
| Subject: | Return on Investment | Return on investment | Performance-Messung | Performance measurement | Messung | Measurement | Marketing |
| Type of publication: | Article |
|---|---|
| Language: | English |
| Other identifiers: | 10.1108/S1548-6435(2009)0000006009 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015380749