Authored by leading marketing scholars, the book addresses questions of critical enduring importance to marketing: Does marketing influence firm value or firm performance? Does marketing contribute to the development and maintenance of intangible assets such as consumers, brands, and knowledge? How can marketing contribute to greater firm efficiency? Can a firm’s marketing capabilities become a source of value? 
Offering a diverse set of approaches from stock response modeling to historical analysis, Assessing Marketing Strategy Performance aims to foster new and more effective thinking about the value of marketing and the productivity of marketing investments. It will be an invaluable resource to those seeking to better understand marketing’s role in the firm.

Assessing Marketing Strategy Performance (Marketing Science Institute (MSI))

Christine Moorman and Donald R. Lehmann eds.

Marketing Science Institute

See the best price to sell, buy, or rent books by Christine Moorman and Donald R. Lehmann eds.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Christine Moorman and Donald R. Lehmann eds.

See the best price to sell, buy, or rent books by Christine Moorman and Donald R. Lehmann eds.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Assessing Marketing Strategy Performance (Marketing Science Institute (MSI))