Challenges in Measuring Return on Marketing Investment
ISBN: 978-0-7656-2127-6, eISBN: 978-0-85724-728-5
Publication date: 1 January 2010
Citation
Pauwels, K. and Reibstein, D. (2010), "Challenges in Measuring Return on Marketing Investment ", Malhotra, N.K. (Ed.) Review of Marketing Research (Review of Marketing Research, Vol. 6), Emerald Group Publishing Limited, Leeds, pp. 107-124. https://doi.org/10.1108/S1548-6435(2009)0000006009
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited