What drives managerial use of marketing and financial metrics and
MINTZ, OFER
What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities? - 2013 - 17-40
To increase marketing's accountability, Journal of marketing, Marketing Science Institute and the institute for the study of business markets have advocated development of marketing metrics and linking marketing mix activities with financial metrics. Although the marketing field has made progress, researchers have paid less attention to waht drives managerial use of marketing and financial metrics and wheather metric use is associated with marketing mix performance.
MARKETING
658.8
What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities? - 2013 - 17-40
To increase marketing's accountability, Journal of marketing, Marketing Science Institute and the institute for the study of business markets have advocated development of marketing metrics and linking marketing mix activities with financial metrics. Although the marketing field has made progress, researchers have paid less attention to waht drives managerial use of marketing and financial metrics and wheather metric use is associated with marketing mix performance.
MARKETING
658.8