Mintz, Ofer; Currim, Imran S. - In: European Journal of Marketing 49 (2015) 11/12, pp. 1809-1856
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 … characteristics. Design/methodology/approach – Based on reviews of the marketing, finance, management and accounting literatures, and …