The right metrics for marketing-mix decisions
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DOI: 10.1016/j.ijresmar.2020.08.003
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- Archita Pal Choudhury & Amit Kundu & Dev Narayan Sarkar & Arabinda Bhattacharya, 2023. "Practitioners’ perspectives on the marketing strategies in Indian banking sector: a framework for strategy formulation," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 146-177, March.
- Belhadi, Amine & Kamble, Sachin & Benkhati, Imane & Gupta, Shivam & Mangla, Sachin Kumar, 2023. "Does strategic management of digital technologies influence electronic word-of-mouth (eWOM) and customer loyalty? Empirical insights from B2B platform economy," Journal of Business Research, Elsevier, vol. 156(C).
- Sagarika Mishra & Michael T. Ewing & Holly B. Cooper, 2022. "Artificial intelligence focus and firm performance," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1176-1197, November.
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Keywords
Managerial decision-making; Metric effectiveness; Endogenous regression; Hierarchical Bayes; Rational expectations;All these keywords.
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