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Keywords: Taxonomy
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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
... were used to address the research questions. First, dimensions of marketing performance underlying the current MPA systems were identified through factor analysis. Second, a taxonomy of different profiles of marketing performance measurement was created by clustering respondents based on the relative...
