Why, When , and How Should the Effect of Marketing Be Measured? A Stakeholder Perspective for Corporate Social Responsibility Metrics
作者： Priya Raghubir , John Roberts , Katherine N. Lemon , Russell S. Winer
DOI: 10.1509/JPPM.29.1.66
关键词:
摘要: … The classical strategic marketing perspective argues that it is necessary to go beyond the company to examine the effects of a company’s actions on its customers, channels, and …
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