The performance implications of marketing metrics use in different business contexts - a configurational approach

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

Original languageEnglish
Title of host publicationAmerican Marketing Association Winter Marketing Educators' Conference, Austin, Texas, USA, 18-20 February, 2011
PublisherAmerican Marketing Association
Publication statusPublished - 2011
MoE publication typeA4 Conference publication

Cite this