Measuring marketing productivity : linking marketing expenditure to sales
Thesis (MComm)--Stellenbosch University, 2012. === ENGLISH ABSTRACT: Over the past two decades company performance has become the mantra of corporate theory. It follows that marketers have recently become understandably preoccupied with measuring the performance of marketing activity. In fact, the...
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| Language: | en_ZA |
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Stellenbosch : Stellenbosch University
2012
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| Online Access: | http://hdl.handle.net/10019.1/20056 |