Journal Article

Measuring Marketing Productivity: Current Knowledge and Future Directions

Journal of Marketing
Author(s)

Ronald Rust

Tim Ambler

Gregory Carpenter

V. Kumar

Date Published: 2004
Citations: Rust, Ronald, Tim Ambler, Gregory Carpenter, V. Kumar. 2004. Measuring Marketing Productivity: Current Knowledge and Future Directions. Journal of Marketing. (4)76-89.
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