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Keywords: Marketing performance assessment systems
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (5-6): 715–737.
Published: 24 May 2013
.... Marketing performance assessment systems Marketing metrics Contextuality Taxonomy Multivariate analysis Marketing data processing Finland Marketing performance assessment (MPA) systems are a form of organizational control that incorporates formalized routines and procedures that use...
