Measuring marketing productivity: Current knowledge and future directions

Journal of Marketing

Volumn 68, Issue 4, 2004, Pages 76-89

  Rust, Roland T ^a,b   Ambler, Tim ^c   Carpenter, Gregory S ^d   Kumar, V ^e   Srivastava, Rajendra K ^f  

^a Marketing Department   (United States)

^b UNIVERSITY OF MARYLAND   (United States)

^c LONDON BUSINESS SCHOOL   (United Kingdom)

^d NORTHWESTERN UNIVERSITY   (United States)

^e UNIVERSITY OF CONNECTICUT   (United States)

^f EMORY UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 8644240056     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.68.4.76.42721     Document Type: Review

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