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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| Main Authors: | , , , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2004
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| Subjects: | |
| 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 |