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Emory University - FALL Aug 2010 | ||
Section 000 | ||
 | Assessing Marketing Strategy Performance (Marketing Science Institute (MSI)) by Christine Moorman, Donald R. Lehmann, Marketing Science Institute Paperback, 292 Pages, Published 2004 ISBN-10: 0-9657114-4-7 / 0965711447 ISBN-13: 978-0-9657114-4-9 / 9780965711449 Authored by leading marketing scholars, the book addresses questions of critical enduring importance to marketing: Does marketing influence firm value or firm performance? Does marketing contribute to the development and maintenance of intangible assets such as consumers, brands, and knowledge? How | |