Working Paper

Getting Marketing Back in the Boardroom: Understanding the Drivers of Marketing’s Influence within the Firm

Peter Verhoef and Peter Leeflang

Jan 1, 2008

Investigates marketing’s influence in the firm, and assesses its determinants and consequences, based on interviews of 25 executives from Dutch firms and a large-scale Internet-based survey of several hundred managers.

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.