Measuring Marketing Productivity: Current Knowledge and Future Directions

Authors

  • Roland T. Rust Университет штата Мэриленд, США
  • Tim Ambler London Business School, UK
  • Gregory S. Carpenter Kellogg School of Management, Northwestern University, USA
  • V. Kumar University of Connecticut, USA
  • Rajendra K. Srivastava Goizueta Business School, Emory University, USA

Abstract

This article is a translation from Journal of Marketing 68 (4): 76–89.

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Российский журнал менеджмента Том 5, №2, 2007

Published

2007-06-29

How to Cite

Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2007). Measuring Marketing Productivity: Current Knowledge and Future Directions. Russian Management Journal, 5(2), 63–90. Retrieved from https://rjm.spbu.ru/article/view/528

Issue

Vol. 5 No. 2 (2007)

Section

Modern Classics: Marketing Productivity

License

Articles of the Russian Management Journal are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.

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