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The case for better measurement and reporting of marketing performance

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  • Herremans, Irene M.
  • Ryans, John Jr.

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  • Herremans, Irene M. & Ryans, John Jr., 1995. "The case for better measurement and reporting of marketing performance," Business Horizons, Elsevier, vol. 38(5), pages 51-60.
    • Handle: RePEc:eee:bushor:v:38:y:1995:i:5:p:51-60
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    References listed on IDEAS

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    1. Kolbe, Richard H & Burnett, Melissa S, 1991. "Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 243-250, September.
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    1. Herremans, Irene M. & Ryans, John Jr. & Aggarwal, Raj, 2000. "Linking advertising and brand value," Business Horizons, Elsevier, vol. 43(3), pages 19-26.
    2. Cravens, Karen S. & Guilding, Chris, 1999. "Strategic brand valuation: A cross-functional perspective," Business Horizons, Elsevier, vol. 42(4), pages 53-62.
    3. Morgan, Neil A. & Clark, Bruce H. & Gooner, Rich, 2002. "Marketing productivity, marketing audits, and systems for marketing performance assessment: integrating multiple perspectives," Journal of Business Research, Elsevier, vol. 55(5), pages 363-375, May.

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