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Measuring Marketing Performance · Study

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ChapterMeasuring Marketing Performance

Jean-Jacques Lambin2012

Chapter2012

Measuring Marketing Performance

Jean-Jacques Lambin · Isabelle Schuiling

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Marketing and Advertising Strategies Digital Marketing and Social Media Accounting and Organizational Management

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References

1996Production, Information Costs and Economic Organization 1977Marketing Research: Methodological Foundations 1991Managing Brand Equity 1971The Theory of Buyer Behavior 1976Optimal Advertising Policy Under Dynamic Conditions 1970Models and Managers: The Concept of a Decision Calculus 2004The New Strategic Brand Management 1998‘Strategic brand management’

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Year2012

Typechapter

Published2012-01-01

Languageen

Citations11

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1007/978-0-230-36312-0_20

openalex_workW2549888136

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