Differences in decision-making criteria towards the return on marketing investment: A project business perspective

International Journal of Project Management

Volumn 33, Issue 1, 2015, Pages 29-40

  Smyth, Hedley ^a   Lecoeuvre, Laurence ^b  

^a UNIVERSITY COLLEGE LONDON   (United Kingdom)

^b LSMRC EA 4112   (France)

Author keywords

Decision making; Dialogue; Finance; Marketing; Performance; ROMI

Indexed keywords

COMMERCE; DECISION MAKING; FINANCE; MARKETING;

COMPETITIVE PRESSURE; CONSTRUCTIVE DIALOGUE; DIALOGUE; INVESTMENT DECISION MAKING; LONG TERM PERFORMANCE; MARKETING-FINANCE INTERFACES; PERFORMANCE; ROMI;

INVESTMENTS;

ACCOUNTABILITY; CONCEPTUAL FRAMEWORK; DECISION MAKING; INVESTMENT; MARKETING; PLANNING THEORY; PROJECT MANAGEMENT; RESEARCH WORK; RESOURCE ALLOCATION; THEORETICAL STUDY;

EID: 84912150345     PISSN: 02637863     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijproman.2014.03.005     Document Type: Article

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