haku: @indexterm performance measurement / yhteensä: 862
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| Tekijä: | Clark, B. |
| Otsikko: | Marketing performance measures |
| Lehti: | Journal of Marketing Management
1999 : NOV, VOL, 15:8, p. 711-732 |
| Asiasana: | Performance measurement Marketing Organizational performance |
| Kieli: | eng |
| Tiivistelmä: | This article reviews the history of measuring the performance od marketing in the firms, organised around three themes: the movement from financial to non-financial output measures, the expansion form measuring only marketing outputs to measuring marketing inputs as well, and the evolution from undimensional to multidimensional measures of performance. |
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