search query: @author Stewart, D.W. / total: 6
reference: 1 / 6
« previous | next »
| Author: | Stewart, D.W. |
| Title: | How marketing contributes to the bottom line |
| Journal: | Journal of Advertising Research
2008 : MAR, VOL. 48:1, p. 94-105 |
| Index terms: | marketing advertising consumer behaviour standards measurement |
| Language: | eng |
| Abstract: | The article discusses issues concerning marketing efficiency and its measuring. The paper categorizes three return of marketing investment outcomes. According to the author, two of these (short-term and long-term effects) can be utilized in the development of standard measures and standard processes. The paper provides generalized useful suggestions to guide the equalization process of marketing outcome assessment. |
« previous | next »
SCIMA