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

J. Luoma, J. Frösén, H. Tikkanen, J. Aspara

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

Original languageEnglish
Title of host publicationAmerican Marketing Association Winter Marketing Educators' Conference, Austin, Texas, USA, 18-20 February, 2011
PublisherAmerican Marketing Association (AMA)
Publication statusPublished - 2011
MoE publication typeA4 Article in a conference publication

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