Differences in decision-making criteria towards the return on marketing investment: A project business perspective

Article English OPEN
Smyth, H.; Lecoeuvre, L.;
(2015)
  • Subject: Decision-making, Dialogue, Finance, Marketing, ROMI, Performance

Assessing the value of marketing to a business remains a thorny issue in theory and practice. Decision-making at the finance–marketing interface is under-researched, particularly for project businesses. Confronted by demands of accountability concerning the allocation o... View more
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