Measurement of return on marketing investment : a conceptual framework and the future of marketing metrics
Steven H. Seggie, Erin Cavusgil and Steven E. Phelan
| Year of publication: |
2009
|
|---|---|
| Authors: | Seggie, Steven H. ; Cavusgil, Erin ; Phelan, Steven E. |
| Published in: |
Evolving and emerging issues in marketing strategy. - Los Angeles [u.a.] : Sage. - 2009, p. 62-77
|
| Subject: | Marketing | Return on Investment | Return on investment | Betriebliche Kennzahl | Financial ratio | Performance-Messung | Performance measurement |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Reprint ; Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003836721