MONE, Sorina-Diana; POP, Marius D.; RACOLȚA-PAINA, … - In: Management & Marketing 8 (2013) 1
The paper is aimed at offering a synthesized, but comprehensive review of the relevant marketing performance management … literature. While many contributions to measuring and improving marketing performance have been advanced, little previous … research has focused on offering a complete overview of marketing performance management domains. Our paper attempts to do so …