Assessing marketing strategy performance
By: Christine Moorman and Donald R. Lehmann
Contributors: Marketing Science Institute
Publisher: Marketing Science Institute
Published: 2004
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 292
ISBN-13: 9780965711449; 9789990940107
Subjects: Marketing; Management; Marketing audits; Strategic planning
Description: "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"--
Notes: Includes bibliographical references.