What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities?
Ofer Mintz & Imran S. Currim
| Year of publication: |
2013
|
|---|---|
| Authors: | Mintz, Ofer ; Currim, Imran S. |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 77.2013, 2, p. 17-40
|
| Subject: | Marketingmanagement | Marketing management | Performance-Messung | Performance measurement | Werbewirkung | Advertising effects | Führungskräfte | Managers | Entscheidung | Decision | USA | United States |
| 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/10009717177