Working Papers

Drivers of Metric Use in Marketing Mix Decisions: An Investigation across the G7, BRIC, and MIST Countries

Ofer Mintz, Jan-Benedict E.M. Steenkamp, Martijn de Jong, and Imran S. Currim

Jun 12, 2017

Analysis of over 4,000 marketing-mix decisions in 16 countries offers important insights for top execs who need to understand and drive downstream managerial metric use.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.