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.

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