Market Budgeting Approaches and Their Impact on Marketing Cost Efficiency Evaluation
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References listed on IDEAS
- Guns, Raf & Rousseau, Ronald, 2009. "Real and rational variants of the h-index and the g-index," Journal of Informetrics, Elsevier, vol. 3(1), pages 64-71.
- Schreiber, Michael, 2008. "A modification of the h-index: The hm-index accounts for multi-authored manuscripts," Journal of Informetrics, Elsevier, vol. 2(3), pages 211-216.
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Keywordsmarketing costs; investments in marketing; cost effectiveness; marketing budget; intangible assets; capitalization;
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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