Why Traditional Measures of Earnings Performance May Lead to Failed Strategic Marketing Decisions

ISSN： 0736-3761

Source： Journal of Consumer Marketing, Vol.11, Iss.3, 1994-03, pp. : 4-17

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Related content

Strategic marketing decisions and core earnings performance: responding to earnings-related reductions in marketing expenditures

By Tucci Louis A Tucker James J

Journal of Consumer Marketing, Vol. 12, Iss. 1, 1995-01 ,pp. : 16-31

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Key Marketing Performance Measures

By Grønholdt Lars Martensen Anne

The Marketing Review, Vol. 6, Iss. 3, 2006-09 ,pp. : 243-252

Westburn Publishers Ltd

Access to resources Recommend Favorite

Marketing Performance Measures: History and Interrelationships

By Clark Bruce H.

Journal of Marketing Management, Vol. 15, Iss. 8, 1999-11 ,pp. : 711-732

Routledge Ltd

Access to resources Recommend Favorite

Sales and strategic marketing practices in the pharmaceutical industry: doctors as customers and their decisions

By Scott Peter

J. for International Business and Entrepreneurship Development, Vol. 7, Iss. 1, 2013-02 ,pp. : 37-51

Inderscience Publishers

Access to resources Recommend Favorite

University strategic marketing activities and business school performance

By Hammond Kevin Harmon Harry Webster Robert Rayburn Mike

Marketing Intelligence & Planning, Vol. 22, Iss. 7, 2004-12 ,pp. : 732-741

Emerald Group Publishing Ltd

Access to resources Recommend Favorite