Capturing Information to Fuel Growth
Drivers of Metric Use in Marketing Mix Decisions: An Investigation across the G7, BRIC, and MIST CountriesJun 12, 2017 Ofer Mintz, Jan-Benedict E.M. Steenkamp, Martijn de Jong, and Imran S. Currim, 2017, 17-113-06
Important insights for top execs who need to understand and drive downstream managerial metric use
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