TY  - GEN
AU  - MINTZ, OFER
AU  - CURRIM, IMRAN S
TI  - What drives managerial use of marketing and financial metrics and: does metric use affect performance of marketing-mix activities?
PY  - 2013///
KW  - MARKETING
N2  - 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
ER  -