Exploring marketing metrics used in innovative companies

Exploring marketing metrics used in innovative companies

This study recognises that both metrics and innovation lead to superior performance. It explores the marketing activities and processes followed by innovative companies, in particular those involving customers, and proposes the key metrics aligned to these; thereby formalising marketing’s role in th...

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Bibliographic Details
Main Author: Fraser, Jo-Anne
Other Authors: Chipp, Kerry
Language:en
Published: 2014
Subjects:
UCTD
Corporate culture
Technological innovations
Marketing > mathematical models
Marketing research
Online Access:http://hdl.handle.net/2263/40655
Fraser, J 2013, Exploring marketing metrics used in innovative companies, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/40655>

Internet

http://hdl.handle.net/2263/40655
Fraser, J 2013, Exploring marketing metrics used in innovative companies, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/40655>

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