Marketing performance assessment and accountability: Process and outcomes

Author:

Morgan Neil A.,Jayachandran Satish,Hulland John,Kumar Binay,Katsikeas Costas,Somosi Agnes

Publisher

Elsevier BV

Subject

Marketing

Reference109 articles.

1. The influence of performance measurement on the processual dynamics of strategic change;Abernethy;Management Science,2021

2. Revenue premium as an outcome measure of brand equity;Ailawadi;Journal of Marketing,2003

3. Managing multi-and omni-channel distribution: Metrics and research directions;Ailawadi;Journal of Retailing,2017

4. Assessing marketing performance: Don't settle for a silver metric;Ambler;Journal of Marketing Management,2008

5. Aral, S. (2021). What Digital Advertising Gets Wrong. Retrieved from https://hbr.org/2021/02/what-digital-advertising-gets-wrong.

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