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Measurement of return on marketing investment: A conceptual framework and the future of marketing metrics |
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| Authors: | Steven H Seggie [Author Vitae] Erin Cavusgil [Author Vitae] Steven E Phelan [Author Vitae] |
| Institution: | a Faculty of Business Administration, Bilkent University, 06800 Bilkent Ankara, Turkey b Department of Marketing and Supply Chain Management, Michigan State University, N471 Business College Complex, East Lansing, MI 48824, USA c Department of Management, University of Nevada, Las Vegas 4505 Maryland Parkway Box 456009, Las Vegas, NV 89154-6009, USA |
| Abstract: | |
| Keywords: | Marketing returns Intangible assets Marketing metrics Value added |
| 本文献已被 ScienceDirect 等数据库收录！ | |