Measurement of return on marketing investment: A conceptual framework and the future of marketing metrics

Industrial Marketing Management

Volumn 36, Issue 6, 2007, Pages 834-841

  Seggie, Steven H ^a   Cavusgil, Erin ^b   Phelan, Steven E ^c  

^a BILKENT UNIVERSITY   (Turkey)

^b MICHIGAN STATE UNIVERSITY   (United States)

^c UNIVERSITY OF NEVADA   (United States)

Author keywords

Intangible assets; Marketing metrics; Marketing returns; Value added

Indexed keywords

EID: 34250324553     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2006.11.001     Document Type: Article

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