Review paper
Assessing Performance Outcomes in Marketing
Abstract
Research in marketing has increasingly focused on building knowledge about how firms’ marketing contributes to performance outcomes. A key precursor to accurately diagnosing the value firms’ marketing creates is conceptualizing and operationalizing appropriate ways to assess performance outcomes. Yet, to date, there has been little conceptual development and no systematic examination of how researchers in marketing should conceptualize and...
Paper Details
Title
Assessing Performance Outcomes in Marketing
Published Date
Mar 1, 2016
Journal
Volume
80
Issue
2
Pages
1 - 20
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