Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability
Shichun Xu
(Department of Marketing and Supply Chain Management, Michigan State University, East Lansing, Michigan, USA)
936
Keywords
Citation
Xu, S. (2004), "Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability", European Journal of Marketing, Vol. 38 No. 11/12, pp. 1599-1601. https://doi.org/10.1108/03090560410560263
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited