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What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities?
Mintz, Ofer; Currim, Imran S. - In: Journal of marketing 77 (2013) 2, pp. 17-40
Persistent link: https://www.econbiz.de/10009717177
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You get what you pay for : the effect of top executives' compensation on advertising and R&D spending decisions and stock market return
Currim, Imran S.; Lim, Jooseop; Kim, Joung W. - In: Journal of marketing 76 (2012) 5, pp. 33-48
Persistent link: https://www.econbiz.de/10009782921
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The right metrics for marketing-mix decisions
Mintz, Ofer; Gilbride, Timothy J.; Lenk, Peter J.; … - In: International journal of research in marketing : IJRM ; … 38 (2021) 1, pp. 32-49
Persistent link: https://www.econbiz.de/10012506514