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Challenges in Measuring Return on Marketing Investment

Review of Marketing Research

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

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited