What drives managerial use of marketing and financial metrics and (Record no. 11973)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 00982npc a2200169Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2013 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 658.8 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | MINTZ, OFER |
| 245 ## - TITLE STATEMENT | |
| Title | What drives managerial use of marketing and financial metrics and |
| Remainder of title | does metric use affect performance of marketing-mix activities? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2013 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 17-40 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | MARKETING |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | CURRIM, IMRAN S |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P14947 |
| Note | M |
| Host Itemnumber | 27731 |
| Host Biblionumber | 11181 |
| Title | JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.