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  5. Understanding Marketing Performance Measurement Practices:Some Insights from Irish Firms

Understanding Marketing Performance Measurement Practices:Some Insights from Irish Firms

来源 :华人学者营销协会,对外经济贸易大学 | 被引量 : 0次 | 上传用户：huangyulin2007
【摘 要】
：
Marketing accountability and the assessment of marketing performance have been a major concern for both practitioners and marketing scholars.To address the increasing demand for marketing accountabili
【作 者】
：
Xiaoning Liang Yuhui Gao 
【机 构】
：
Irish Centre for Cloud Computing and Commerce(IC4),Dublin City University
【出 处】
：
华人学者营销协会,对外经济贸易大学
【发表日期】
：
2017年6期
【关键词】
：
Marketing performance measurement practices marketing metrics marketing capabili 
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　　Marketing accountability and the assessment of marketing performance have been a major concern for both practitioners and marketing scholars.To address the increasing demand for marketing accountability,companies across the world are investing resources in developing and improving their marketing performance measurement(MPM)practices.
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