search query: @indexterm Effectiveness / total: 756
reference: 246 / 756
| Author: | Connor, P. Tynan, C. |
| Title: | In sickness and in health: exploring and redeveloping a measure of marketing effectiveness |
| Journal: | Journal of Marketing Management
1999 : NOV, VOL. 15:8, p. 733-756 |
| Index terms: | Marketing Effectiveness Marketing management Performance measurement |
| Language: | eng |
| Abstract: | This paper is designed to meet the needs of the practioner who may not be satidfied with current measures of marketing effectiveness, and the academic who is seeking empirical testing of new dimensions that add and provide further debate on marketing effectiveness' body of knowledge. |
SCIMA