Brand platforms as strategic investments: Leveraging customer connections to manage profitability, growth, and risk
Making marketing accountable has become a critical focus of most firms as they struggle to show how major investments lead to increased performance and shareholder value. The study of marketing metrics has been the top research priority of the Marketing Science Institute for the past 6 years. Yet, w...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2011
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/5135 https://search.library.smu.edu.sg/permalink/f/9l96di/SMU_ALMA5193202330002601 |
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| Institution: | Singapore Management University |
| Language: | English |