The metrics that marketers muddle /

A big challenge for marketing is demonstrating its business value. As the finance function becomes more powerful within companies, some see marketing's influence as declining. One major reason is the difficulty of measuring its impact. The article has two purposes, the authors say: First, to cl...

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Bibliographic Details
Call Number:Libro Electrónico
Main Authors: Bendle, Neil T. (Author), Bagga, Charan K. (Author)
Format: Electronic eBook
Language:Inglés
Published: [Cambridge, MA] : MIT Sloan Management Review, [2016]
Subjects:
Marketing > Management > Mathematical models.
Marketing research > Statistical methods.
Branding (Marketing)
Marketing > Gestion > Modèles mathématiques.
Marketing > Recherche > Méthodes statistiques.
Stratégie de marque.
branding.
Marketing > Management > Mathematical models
Marketing research > Statistical methods
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