Evaluation of subsidiary marketing performance: Combining process and outcome performance metrics

Journal of the Academy of Marketing Science

Volumn 37, Issue 2, 2009, Pages 117-129

  Grewal, Dhruv ^a   Iyer, Gopalkrishnan R ^b   Kamakura, Wagner A ^c   Mehrotra, Anuj ^d   Sharma, Arun ^d  

^a BABSON COLLEGE   (United States)

^b FLORIDA ATLANTIC UNIVERSITY   (United States)

^c DUKE UNIVERSITY   (United States)

^d UNIVERSITY OF MIAMI   (United States)

Author keywords

Marketing metrics; Multinational performance evaluations; Outcome measures; Performance measures; Standardization

Indexed keywords

EID: 64549162004     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-008-0095-z     Document Type: Article

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