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Marketing productivity, marketing audits, and systems for marketing performance assessment: integrating multiple perspectives

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  • Morgan, Neil A.
  • Clark, Bruce H.
  • Gooner, Rich

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  • 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.
    • Handle: RePEc:eee:jbrese:v:55:y:2002:i:5:p:363-375
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    2. Arup Barua & Alexandra Ioanid, 2021. "Synergistic Competitive Advantage - The Modern Appeal of RBV and IO Theory in the Mergers and Acquisitions," Bulgarian Economic Papers bep-2021-06, Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski - Bulgaria // Center for Economic Theories and Policies at Sofia University St Kliment Ohridski, revised Jul 2021.
    3. Hendar Hendar & Tatiek Nurhayati & Gita Sugiyarti, 2018. "Religio-centric fashion advantage on marketing performance: The role of innovativeness and customer responsiveness," Contaduría y Administración, Accounting and Management, vol. 63(4), pages 35-36, Octubre-D.
    4. Zaki Muhammad Abbas BHAYA & Fadel Hamid Hadi ALHUSSEINI & Cristian Silviu BANACU & Basim Abbas Kraidy JASSMY, 2017. "Impact Of Logistics Activities For Improving Marketing Performance Via Bayesian Quantile Regression: An Analytical Study In Omnnea Telecom Iraq," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(1), pages 462-473, November.
    5. Saeed Gholami & Muhammad Sabbir Rahman, 2012. "CRM: A Conceptual Framework of Enablers and Perspectives," Business and Management Research, Business and Management Research, Sciedu Press, vol. 1(1), pages 96-105, March.
    6. Neil A. Morgan & Lopo Leotte Rego, 2006. "The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance," Marketing Science, INFORMS, vol. 25(5), pages 426-439, September.
    7. Hadrian Piotr, 2018. "The use of audit as a tool for strategic control of marketing activities of Polish enterprises," Technology audit and production reserves, 4(42) 2018, Socionet;Technology audit and production reserves, vol. 4(4), pages 4-11.
    8. Samuel Afriyie & Jianguo Duo & Kingsley Appiah & Abdul-Aziz Ibn Musah, 2018. "The Nexus between Types of Innovation and Marketing Performance of SME in an Emerging Economy," International Review of Management and Marketing, Econjournals, vol. 8(6), pages 78-92.
    9. Mohammad Nabil Shaaban & Soha Ashraf Ghoneim, 2017. "Assessing the Effect of Customer Relationship Management on Hotels’ Marketing Performance: The Mediating Role of Marketing Capabilities – Evidence from Sharm El-Sheikh, Egypt," Tourism Research Institute, Journal of Tourism Research, vol. 18(1), pages 84-104, November.
    10. Hassan Ghorbani & Sekhavat Keymasi, 2014. "Investigating the Effect of Salability and Marketing Dashboards on Cost Control and Customer Performance from the Viewpoint of Environmental Sensitivity in Appliance Manufacturing Companies in Isfahan," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(4), pages 432-443, April.
    11. Meziyet UYANIK & Cemal YÃœKSELEN, 2020. "The Other Side Of The Coin In An Organization - Wide Marketing Concept," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 12(1), pages 62-77, March.
    12. Ahmadi, Hormoz & O'Cass, Aron & Miles, Morgan P., 2014. "Product resource–capability complementarity, integration mechanisms, and first product advantage," Journal of Business Research, Elsevier, vol. 67(5), pages 704-709.
    13. Elena Freisinger & Sven Heidenreich & Christian Landau & Patrick Spieth, 2021. "Business Model Innovation Through the Lens of Time: An Empirical Study of Performance Implications Across Venture Life Cycles," Schmalenbach Journal of Business Research, Springer, vol. 73(3), pages 339-380, December.
    14. Asludinova Larina, 2014. "Tools of social media marketing in the management of small furniture enterprises," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 2, August.
    15. Wijiharjono, Nuryadi, 2021. "The triple helix dan kapabilitas inovasi: Sebuah kerangka konseptual pemasaran ekonomi kreatif [The triple helix and innovation capabilities: A Conceptual framework of marketing for the creative ec," MPRA Paper 108263, University Library of Munich, Germany.
    16. O’Sullivan, Don & Butler, Patrick, 2010. "Marketing accountability and marketing’s stature: An examination of senior executive perspectives," Australasian marketing journal, Elsevier, vol. 18(3), pages 113-119.
    17. Hong-Youl Ha, 2017. "The moderating roles of status of B2B evaluator and dependence in the switching costs – switching intentions – performance causal chain in Korea," Asia Pacific Business Review, Taylor & Francis Journals, vol. 23(3), pages 420-437, May.
    18. Tommaso Pucci & Christian Simoni & Lorenzo Zanni, 2015. "Measuring the relationship between marketing assets, intellectual capital and firm performance," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 19(3), pages 589-616, August.
    19. Jörg Zimmermann & Wolfgang Sofka, 2013. "Knowledge search versus knowledge deployment: How foreignness can be both an asset and a liability for firms," JRC Working Papers on Corporate R&D and Innovation 2013-03, Joint Research Centre.
    20. Zaki Bhaya & Zaid Al-Dulaimi & Basim Jassmy, 2017. "Financial and Non-Financial Measures for Measuring Marketing Perfor-mance: A Theoritical Review," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 192-203, July.
    21. Kitchenko Olena & Kuchina Svitlana, 2019. "Enterprise communication policy indicators analysis as a part of marketing audit," Technology audit and production reserves, 3(47) 2019, Socionet;Technology audit and production reserves, vol. 3(4(47)), pages 51-54.
    22. Frisou, Jean & Yildiz, Hélène, 2011. "Consumer learning as a determinant of a multi-partner loyalty program’s effectiveness: A behaviorist and long-term perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 81-91.
    23. Neese, William T. & Ferrell, Linda & Ferrell, O. C., 2005. "An analysis of federal mail and wire fraud cases related to marketing," Journal of Business Research, Elsevier, vol. 58(7), pages 910-918, July.
    24. Nathaniel B Price & Christopher J Chizinski & Joseph J Fontaine & Kevin L Pope & Micaela Rahe & Jeff Rawlinson, 2020. "An open-sourced, web-based application to improve our ability to understand hunter and angler purchasing behavior from license data," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-17, October.

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