Original language | English |
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Pages (from-to) | 636-643 |
Number of pages | 8 |
Journal | Journal of Business Research |
Volume | 62 |
Issue number | 6 |
DOIs | |
State | Published - Jun 2009 |
Externally published | Yes |
ASJC Scopus Subject Areas
- Marketing
Keywords
- Accountability
- Cash flow
- Firm
- Marketing
- Marketing effectiveness
- Return on marketing investment