The right metrics for marketing-mix decisions
Sign Up to like & getrecommendations! Published in 2020 at "International Journal of Research in Marketing"
DOI: 10.1016/j.ijresmar.2020.08.003
Abstract: Abstract This study addresses the following question: For a given managerial, firm, and industry setting, which individual metrics are effective for making marketing-mix decisions that improve perceived performance outcomes? We articulate the key managerial takeaways… read more here.
Keywords: mix decisions; marketing mix; right metrics; effectiveness ... See more keywords