Open AccessHOW DO MANAGERS USE MARKETING AND FINANCIAL METRICS IN THE CONTEXT OF MARKETING MIX DECISION MAKING?
Author(s) -
Markus Lamest,
Mairead Brady
Publication year - 2014
Publication title -
global marketing conference proceeding
Language(s) - English
Resource type - Conference proceedings
ISSN - 1976-8699
DOI - 10.15444/gmc2014.08.05.03
Subject(s) - marketing mix , marketing , business , context (archaeology) , marketing mix modeling , marketing management , return on marketing investment , marketing strategy , marketing effectiveness , paleontology , biology
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