Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector
The marketing function is facing challenges to its existence and is losing influence and resources within organizations as it fails to demonstrate its accountability. This exploratory study identifies marketing metrics that can potentially contribute to marketing accountability in the technology sec...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2013-09-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/2158244013501332 |