What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?
| Year of publication: |
2013
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|---|---|
| Authors: | Mintz, Ofer ; Currim, Imran S |
| Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 77.2013, 2, p. 17-40
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