The metrics that marketers muddle

A big challenge for marketing is demonstrating its business value. As the finance function becomes more powerful within companies, some see marketing's influence as declining. One major reason is the difficulty of measuring its impact. The article has two purposes, the authors say: First, to cl...

Ausführliche Beschreibung

Bibliographische Detailangaben

Hauptverfasser:	Bendle, Neil T. (VerfasserIn), Bagga, Charan K. (VerfasserIn)
Format:	Elektronisch E-Book
Sprache:	English
Veröffentlicht:	[Cambridge, MA] MIT Sloan Management Review [2016]
Schlagworte:	Marketing > Management > Mathematical models Marketing research > Statistical methods Branding (Marketing) Marketing ; Gestion ; Modèles mathématiques Marketing ; Recherche ; Méthodes statistiques Stratégie de marque branding Marketing ; Management ; Mathematical models Marketing research ; Statistical methods
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