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What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?
Mintz, Ofer, Currim, Imran SVolume:
77
Langue:
english
Journal:
Journal of Marketing
DOI:
10.1509/jm.11.0463
Date:
March, 2013
Fichier:
PDF, 173 KB
english, 2013