Strategic business decision making: the use and relevance of marketing metrics and knowledge management

Purpose The purpose of this paper is to investigate the perception of marketing managers in a transition country Montenegro with regards to marketing metrics. The paper examines the degree in which managers are familiar with the way marketing metrics are applied and how important they are in the pro...

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Veröffentlicht in:	Journal of knowledge management 2021-12, Vol.25 (11), p.175-202
Hauptverfasser:	Melović, Boban, Dabić, Marina, Vukčević, Milica, Ćirović, Dragana, Backović, Tamara
Format:	Artikel
Sprache:	eng
Schlagworte:	Company structure Competition Decision making Empirical analysis Guidelines Indicators Knowledge management Market positioning Marketing Multivariate statistical analysis Performance evaluation Position indicators Strengthening Transition economies Variance analysis
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