KOREASCHOLAR

USING MARKETING METRICS FOR STRATEGIC DECISION MAKING: EXPLORING THE ROLE OF MARKETING ANALYTICS AND SUCCESS TRAP

Xiaoning Liang, Guoxin Li, Fadong Chen, Hao Zhang

Global Marketing Conference 2020 Global Marketing Conference at Seoul (2020.11) pp.1049-1053

HOW DO MANAGERS USE MARKETING AND FINANCIAL METRICS IN THE CONTEXT OF MARKETING MIX DECISION MAKING?

Markus Lamest, Mairead Brady

Global Marketing Conference 2014 Global Marketing Conference at Singapore (2014.07) pp.1550-1561