haku: @author Stewart, D.W. / yhteensä: 6
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| Tekijä: | Stewart, D.W. |
| Otsikko: | How marketing contributes to the bottom line |
| Lehti: | Journal of Advertising Research
2008 : MAR, VOL. 48:1, p. 94-105 |
| Asiasana: | marketing advertising consumer behaviour standards measurement |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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