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Research Details

Measuring Marketing Productivity: Current Knowledge and Future Directions, Journal of Marketing

Type

Article

Author(s)

Ronald T. Rust, Tim Ambler, Gregory Carpenter, V. Kumar

Date Published

2004

Citations

Rust, T. Ronald, Tim Ambler, Gregory Carpenter, and V. Kumar. 2004. Measuring Marketing Productivity: Current Knowledge and Future Directions. Journal of Marketing. 68(4): 76-89.

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