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The Metrics Imperative

Donald R. Lehmann

Review of Marketing Research

ISBN: 978-0-7656-1305-9, eISBN: 978-0-85724-724-7

Publication date: 1 January 2006

Citation

Lehmann, D.R. (2006), "The Metrics Imperative", Malhotra, N.K. (Ed.) Review of Marketing Research (Review of Marketing Research, Vol. 2), Emerald Group Publishing Limited, Leeds, pp. 177-202. https://doi.org/10.1108/S1548-6435(2005)0000002010

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited