Measuring Marketing Productivity: Current Knowledge and Future Directions
نویسندگان
چکیده
منابع مشابه
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 marketing’s existence as a distinct capability within the firm. This article proposes a broad framewor...
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ژورنال
عنوان ژورنال: Journal of Marketing
سال: 2004
ISSN: 0022-2429,1547-7185
DOI: 10.1509/jmkg.68.4.76.42721