| 000 | 00982npc a2200169Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2013 xx 000 0 und d | ||
| 060 | _a658.8 | ||
| 100 | _aMINTZ, OFER | ||
| 245 |
_aWhat drives managerial use of marketing and financial metrics and _bdoes metric use affect performance of marketing-mix activities? |
||
| 260 | _c2013 | ||
| 300 | _a17-40 | ||
| 520 | _aTo 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 | _aMARKETING | ||
| 700 | _aCURRIM, IMRAN S | ||
| 773 |
_oP14947 _nM _927731 _011181 _tJOURNAL OF MARKETING |
||
| 942 |
_2ddc _cARTCL |
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| 999 |
_c11973 _d11973 |
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