Mousa, Musaab; Nosratabadi, Saeed; Sági, Judit; … - In: Journal of open innovation : technology, market, and … 7 (2021) 1/64, pp. 1-17
Analyzing the financial benefit of marketing is still a critical topic for both practitioners and researchers. Companies consider marketing costs as a type of investment and expect this investment to be returned to the company in the form of profit. On the other hand, companies adopt different...
