Assessing marketing strategy performanceChristine Moorman
Assessing marketing strategy performance
Christine Moorman · 2004
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About the book
"Offering a diverse set of approaches, from stock market response modeling to historical analysis, Assessing Marketing Strategy Performance aims to foster new and more effective thinking about the value of marketing and the productivity of marketing investments. It will be a valuable resource to those seeking to better understand marketing's role in the firm"--
Book details
- Year
- 2004
- Language
- English
- Publisher
- Marketing Science Institute
- Editions
- 1
- Pages
- 292
- ISBN
- 9780965711449
Data source: Wikidata