Empirical Generalizations about Marketing Impact (Marketing Science Institute (MSI) Relevant Knowledge Series)
ISBN-10:
0982387709
ISBN-13:
9780982387702
Released: Apr 01, 2009
Publisher: Marketing Science Institute
Format: Paperback, 103 pages
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Description:
Empirical Generalizations about Marketing Impact: What We Have Learned from Academic Research surveys academic research to determine what we know about the impact of marketing activities on product and company performance. With over 80 contributions from leading marketing scholars, it summarizes current knowledge about the impact of marketing spending in 16 topic areas.
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