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oa Journal of Marketing - Marketing metrics : the measure of success

Volume 2007, Issue 02
  • ISSN : 1811-9565

 

Abstract

As pressure grows on marketers to account for investments made by their departments, research by the University of Pretoria's Gordon Institute of Business Science shows to what extent South African companies effectively measure their marketing spend, what correlation there is to short and long-term business results, and to what extent the above are articulated in shareholder value terms.

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/content/mfsa1/2007/02/EJC74762
2007-02-01
2016-12-10

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