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Journal Articles
V. Kumar, Veena Chattaraman, Carmen Neghina, Bernd Skiera, Lerzan Aksoy, Alexander Buoye, Joerg Henseler
Journal:
Journal of Service Management
Journal of Service Management (2013) 24 (3): 330–352.
Published: 14 June 2013
... for how to link traditional and new sources of customer data and their metrics. Linking data and metrics to strategic and tactical business insights and integrating a variety of metrics into a forward‐looking dashboard to measure marketing ROI and guide future marketing spend is explored. Design...
