Mintz, Ofer; Currim, Imran S. - In: European Journal of Marketing 49 (2015) 11/12, pp. 1809-1856
Purpose – This paper aims to develop a conceptual framework, in an effort toward building a contingent theory of … drivers and consequences of managerial metric use in marketing mix decisions, this paper develops a conceptual framework to … test whether the relationship between metric use and marketing mix performance is moderated by firm and managerial …