Assessing Marketing Strategy Performance (Marketing Science Institute (MSI)) - Softcover

Christine Moorman And Donald R. Lehmann Eds.

 
9780965711449: Assessing Marketing Strategy Performance (Marketing Science Institute (MSI))
Softcover
ISBN 10: 0965711447 ISBN 13: 9780965711449
Verlag: Marketing Science Institute, 2004

Inhaltsangabe

Authored by leading marketing scholars, the book addresses questions of critical enduring importance to marketing: Does marketing influence firm value or firm performance? Does marketing contribute to the development and maintenance of intangible assets such as consumers, brands, and knowledge? How can marketing contribute to greater firm efficiency? Can a firm’s marketing capabilities become a source of value?

Offering a diverse set of approaches from stock response modeling to historical analysis, Assessing Marketing Strategy Performance aims to foster new and more effective thinking about the value of marketing and the productivity of marketing investments. It will be an invaluable resource to those seeking to better understand marketing’s role in the firm.

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Verlag
Marketing Science Institute
Erscheinungsdatum
2004
Sprache
Englisch
ISBN 10 
0965711447
ISBN 13 
9780965711449
Einband
Taschenbuch
Anzahl der Seiten
292
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Verantwortliche Person
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