16.1 Marketing Value

(Hanssens and Pauwels 2016) argue for marketing value in a firm and how to appropriate assess its effectiveness and efficiency.

References

Hanssens, Dominique M., and Koen H. Pauwels. 2016. “Demonstrating the Value of Marketing.” Journal of Marketing 80 (6): 173–90. https://doi.org/10.1509/jm.15.0417.