Measuring Marketing Productivity: Current Knowledge and Future Directions

For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers' credibility, threatened the standing of the marketing function within the firm, and even threatened...

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Bibliographic Details
Main Authors: Rust, Roland T., Ambler, Tim, Carpenter, Gregory S., Kumar, V., SRIVASTAVA, Rajendra Kumar
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2004
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Online Access:https://ink.library.smu.edu.sg/lkcsb_research/1253
https://ink.library.smu.edu.sg/context/lkcsb_research/article/2252/viewcontent/RsrivastavaJmkg200468.pdf
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Institution: Singapore Management University
Language: English