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Measuring Marketing Productivity: Current Knowledge and Future Directions

By Roland T. Rust, Tim Ambler, Gregory S. Carpenter, V. Kumar and Rajendra K. Srivastava
Publisher: 'American Marketing Association (AMA)'
Year: 2004
DOI identifier: 10.1509/jmkg.68.4.76.42721
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Provided by: MUCC (Crossref)
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