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Beware the silver metric : marketing performance measurement has to be multidimensional ; report No. 06-113
Ambler, Tim; Roberts, John H. - In: MSI reports : working paper series (2006) 3, pp. 3-13
Persistent link: https://www.econbiz.de/10003393736
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Response to Ambler and Roberts' " Beware the silver metric" : report No. 06-114
Peppers, Don; Rogers, Martha - In: MSI reports : working paper series (2006) 3, pp. 15-18
Persistent link: https://www.econbiz.de/10003393765
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A word of warning clarified : reactions to Peppers and Rogers' response ; report No. 06-115
Ambler, Tim; Roberts, John H. - In: MSI reports : working paper series (2006) 3, pp. 19-21
Persistent link: https://www.econbiz.de/10003393768