Frösén, Johanna; Tikkanen, Henrikki; Jaakkola, Matti; … - In: European Journal of Marketing 47 (2013) 5/6, pp. 715-737
Purpose – This study provides empirical evidence for the contextuality of marketing performance assessment (MPA) systems. It aims to introduce a taxonomical classification of MPA profiles based on the relative emphasis placed on different dimensions of marketing performance in different...
