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Brand portfolio strategy and firm performance ; Report No. 06-101
Morgan, Neil A.; Rego, Lopo L. - In: MSI reports : working paper series (2006) 1, pp. 23-44
Persistent link: https://www.econbiz.de/10003340365
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Brand portfolio strategy and firm performance
Morgan, Neil A.; Rego, Lopo L. - In: Journal of marketing 73 (2009) 1, pp. 59-74
Persistent link: https://www.econbiz.de/10003815506
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Marketing productivity, marketing audits, and systems for marketing performance assessment : integrating multiple perspectives
Morgan, Neil A.; Clark, Bruce H.; Gooner, Rich - 2009
Persistent link: https://www.econbiz.de/10003836713
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Assessing performance outcomes in marketing
Katsikeas, Constantine S.; Morgan, Neil A.; Leonidou, … - In: Journal of marketing 80 (2016) 2, pp. 1-20
Persistent link: https://www.econbiz.de/10011458667
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Marketing performance assessment and accountability : process and outcomes
Morgan, Neil A.; Jayachandran, Satish; Hulland, John; … - In: International journal of research in marketing : IJRM ; … 39 (2022) 2, pp. 462-481
Persistent link: https://www.econbiz.de/10013271766
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The impact of brand rating dispersion on firm value
Luo, Xueming; Raithel, Sascha; Wiles, Michael A. - In: Journal of marketing research : JMR 50 (2013) 3, pp. 399-415
Persistent link: https://www.econbiz.de/10009755683