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Articles (2007), Industrial Marketing Management, 36 (6), pp. 834-841

Measurement of Return on Marketing Investment: Evolution of Approaches and Directions for Future

Seggie Steven , Cavusgil Erin, Phelan Steven

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.