Rigdon, Edward E.; Preacher, Kristopher J.; Lee, Nick; … - In: European Journal of Marketing 45 (2011) 11/12, pp. 1589-1600
Purpose – This paper aims to respond to John Rossiter's call for a “Marketing measurement revolution” in the current issue of EJM , as well as providing broader comment on Rossiter's C‐OAR‐SE framework, and measurement practice in marketing in general. Design/methodology/approach –...
