EFFECTIVENESS OF MARKETINGS R AND D FOR MARKETING-MANAGEMENT - ASSESSMENT

被引：25

作者：

MYERS, JG

GREYSER, SA

MASSY, WF

机构：

[1] HARVARD UNIV,SCH BUSINESS,CAMBRIDGE,MA 02138

[2] MKT SCI INST,CAMBRIDGE,MA

[3] STANFORD UNIV,STANFORD,CA 94305

来源：

JOURNAL OF MARKETING | 1979年 / 43卷 / 01期

关键词：

D O I：

10.2307/1250754

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：17 / 29

页数：13

共 29 条

[1]

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[2]

Barnard C. I., 1968, FUNCTIONS EXECUTIVE

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BASS, FM ;

WITTINK, DR .

JOURNAL OF MARKETING RESEARCH, 1975, 12 (04) :414-425

[4]

CHURCHILL GA, 1976, MARKETING RES METHOD

[5] ECONOMETRIC MEASUREMENT OF DURATION OF ADVERTISING EFFECT ON SALES [J].

CLARKE, DG .

JOURNAL OF MARKETING RESEARCH, 1976, 13 (04) :345-357

[6]

Frank R., 1972, MARKET SEGMENTATION

[7]

Gensch D.H., 1973, ADVERTISING PLANNING

[8]

Gordon R. A., 1959, HIGHER ED BUSINESS

[9] CONJOINT MEASUREMENT FOR QUANTIFYING JUDGMENTAL DATA [J].

GREEN, PE ;

RAO, VR .

JOURNAL OF MARKETING RESEARCH, 1971, 8 (03) :355-363

[10]

Green PE, 1978, RES MARKETING DECISI

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