| Original language | English |
|---|---|
| Title of host publication | American Marketing Association Winter Marketing Educators' Conference, Austin, Texas, USA, 18-20 February, 2011 |
| Publisher | American Marketing Association (AMA) |
| Publication status | Published - 2011 |
| MoE publication type | A4 Article in a conference publication |
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 proceeding › Conference contribution › Scientific › peer-review