Performance implications of deploying marketing analytics

International Journal of Research in Marketing

Volumn 30, Issue 2, 2013, Pages 114-128

  Germann, Frank ^b   Lilien, Gary L ^a   Rangaswamy, Arvind ^a  

^a PENNSYLVANIA STATE UNIVERSITY   (United States)

^b UNIVERSITY OF NOTRE DAME   (United States)

Author keywords

Marketing analytics; Marketing models; Marketing ROI

Indexed keywords

EID: 84875462021     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2012.10.001     Document Type: Article

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