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

OAI identifier:

Provided by: MUCC (Crossref)

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