“What you measure is what you will get”?:Exploring the effectiveness of marketing performance measurement practices
Marketing accountability and the measurement of marketing performance have long been reported as a significant challenge for management globally. To address the increasing demand for marketing accountability, companies across the world are investing resources in developing and improving their market...
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| Principais autores: | , , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado: |
Taylor & Francis Group
2018-01-01
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| Series: | Cogent Business & Management |
| Assuntos: | |
| Acceso en liña: | http://dx.doi.org/10.1080/23311975.2018.1503221 |
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