Journal articles (2007), Industrial Marketing Management, 36 (6), pp. 834-841
Measurement of Return on Marketing Investment: Evolution of Approaches and Directions for Future
SEGGIE, S., CAVUSGIL, E. and PHELAN, S. (2007). Measurement of Return on Marketing Investment: Evolution of Approaches and Directions for Future. Industrial Marketing Management, 36(6), pp. 834-841.