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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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    1. Govindarajan, V. & Gupta, Anil K., 1985. "Linking control systems to business unit strategy: impact on performance," Accounting, Organizations and Society, Elsevier, vol. 10(1), pages 51-66, January.
    2. Hopwood, Ag, 1972. "Empirical Study Of Role Of Accounting Data In Performance Evaluation," Journal of Accounting Research, John Wiley & Sons, Ltd., vol. 10, pages 156-182.
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    8. Michael Goold & John J. Quinn, 1990. "The paradox of strategic controls," Strategic Management Journal, Wiley Blackwell, vol. 11(1), pages 43-57, January.
    9. Hopwood, Ag, 1972. "Empirical Study Of Role Of Accounting Data In Performance Evaluation - Reply," Journal of Accounting Research, John Wiley & Sons, Ltd., vol. 10, pages 189-193.
    10. -, 1986. "Agenda = Agenda," Series Históricas 8749, Naciones Unidas Comisión Económica para América Latina y el Caribe (CEPAL).
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    15. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    16. Bruce H. Clark & David B. Montgomery, 1998. "Deterrence, Reputations, and Competitive Cognition," Management Science, INFORMS, vol. 44(1), pages 62-82, January.
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