The Weighting of Performance Outcomes in Marketing Performance Measurement Systems
Type
conference paper
Date Issued
2023-02
Author(s)
Abstract
This survey-based cluster analysis examines the design of marketing performance measurement systems and identifies five ways of how companies prioritize different aspects of
marketing performance; a comprehensive measurement approach considering all aspects of
marketing performance is associated with the highest market success.
marketing performance; a comprehensive measurement approach considering all aspects of
marketing performance is associated with the highest market success.
Language
English
HSG Classification
contribution to scientific community
Event Title
AMA Winter Conference 2023
Event Location
Nashville, TN
Subject(s)
Division(s)
Eprints ID
269030
File(s)![Thumbnail Image]()
Name
Extended_Abstract.pdf
Size
142 KB
Format
Adobe PDF
Checksum (MD5)
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