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Closing the Gap between Marketing and Finance: The Link to Driving Wise Marketing Investment Cover

Closing the Gap between Marketing and Finance: The Link to Driving Wise Marketing Investment

NIM Marketing Intelligence Review
Volume 7 (2015): Issue 1 (May 2015)
By: David J. Reibstein  
Open Access
|Apr 2015

References

  1. Farris, Paul W.; Bendle, Neil T.; Pfeifer, Phillip E.; Reibstein, David J. (2010): Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2nd ed., Wharton School Publishing.
    Search in Google Scholar
  2. Lehmann, Donald R.; Reibstein, David J. (2006): Marketing Metrics and Financial Performance, Marketing Science Institute.
    Search in Google Scholar
DOI: https://doi.org/10.1515/gfkmir-2015-0003 | Journal eISSN: 2628-166X
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Language: English
Page range: 22 - 27
Published on: Apr 23, 2015
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Marketing Measurement,
Marketing Returns,
Intangible Assets,
Brand Value,
Customer Value,
Marketing-Finance Interface
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2015 David J. Reibstein, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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