Getting marketing back in the boardroom : understanding the drivers of marketing's influence within the firm
Year of publication: |
2008
|
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Authors: | Verhoef, Peter C. ; Leeflang, Peter |
Published in: |
MSI reports : working paper series. - Cambridge, Mass., ISSN 1545-505X, ZDB-ID 2127174-4. - 2008, 1, p. 83-114
|
Subject: | Marketing | Bewertung | Evaluation | Führungskräfte | Managers | Befragung | Interview | Qualitative Methode | Qualitative method | Ökonometrisches Modell | Econometric model | Niederlande | Netherlands |
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