Marketing performance measurement systems: Does comprehensiveness really improve performance?

Journal of Marketing

Volumn 76, Issue 3, 2012, Pages 56-77

  Homburg, Christian ^a,b   Artz, Martin ^a   Wieseke, Jan ^c  

^a UNIVERSITY OF MANNHEIM   (Germany)

^b UNIVERSITY OF MELBOURNE   (Australia)

^c RUHR UNIVERSITY BOCHUM   (Germany)

Author keywords

Balanced scorecard; Comprehensive performance measurement; Marketing control; Marketing performance measurement system; Nonfinancial performance measures

Indexed keywords

EID: 84861905188     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jm.09.0487     Document Type: Review

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