Factors Affecting the Use of Information in the Evaluation of Marketing Communications Productivity

Most prior research on the use of marketing information has studied antecedents of the use of information in new product strategy decisions. A study investigates factors that are related to the use of marketing information in the evaluation of marketing communications productivity. A conceptual fram...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of the Academy of Marketing Science 2001, Vol.29 (1), p.70-88
Hauptverfasser:	Low, G. S., Mohr, J. J.
Format:	Artikel
Sprache:	eng
Schlagworte:	Communication Decision making Information dissemination Information management Information sources Market shares Market strategy Marketing Packaged goods Productivity Profits Statistical analysis
Online-Zugang:	Volltext
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