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Every company is commanded and managed based on the universal goal, to gain profits in continuous period of time. Such dynamic stimulates the academicians to develop researches on Return on Marketing Investment (ROMI) and its relation to marketing, particularly in producing values in...
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This study was prepared by Stefan Lachenmaier while he was working with the Ifo Institute for Economic Research. It was completed in March 2007 and was accepted as a doctoral thesis by the Economics Department of the University of Munich (LMU). The subject of this study is an econometric...
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