Marketing Accountability for Marketing and Non-Marketing Outcomes,
Kindle edition
V. Kumar, David W. Stewart
Published: Sep 27, 2021
This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of social interaction, and (3) measures related to broader societal outcomes such as sustainability and quality of life.
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David A. Aaker, V. Kumar, Robert P. Leone, George S. Day
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