Calculation of marketing ROI in marketing mix models, from ROMI, to marketing-created value for shareholders, EVAM
Mariano Méndez Suárez, Macarena Estevez
| Alternative title: | Cálculo del ROI de marketing en modelos de marketing mix, del ROMI, al valor creado del marketing para los accionistas EVAM |
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| Year of publication: |
octubre-diciembre, 2016
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| Authors: | Méndez Suárez, Mariano ; Estevez, Macarena |
| Published in: |
Universia business review : UBR. - Madrid : Universia, ZDB-ID 2224947-3. - 2016, 52, p. 18-75
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| Subject: | Marketing Mix modeling | return on marketing investment (ROMI) | economic value added of Marketing EVAM | Modeling Advertising Effectiveness | Marketingmanagement | Marketing management | Return on Investment | Return on investment | Theorie | Theory | Werbewirkung | Advertising effects | Werbung | Advertising | Marketing |
| Type of publication: | Article |
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| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Notes: | Zusammenfassung in spanischer Sprache |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011759903