Lee, Sungil; Yoo, Shijin - In: Management decision : MD 50 (2012) 9, pp. 1661-1685
/methodology/approach: The main method used is interviews with company senior management, reviews of internal company data as well as external … senior management must make to review the decision methodologies using return on marketing. This quantified return estimate … is then combined with marketing and business strategic considerations to review the decision that management should make …