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1
From the Editor : The State of the Journal
From the Editor : The State of the Journal
Roland T. Rust, | American Marketing Association | 2008 ,
2
Measuring Marketing Productivity: Current Knowledge and Future Directions
Measuring Marketing Productivity: Current Knowledge and Future Directions
Roland T. Rust, | American Marketing Association | 2004 ,
3
From the Editor: The Maturation of Marketing as an Academic Discipline
From the Editor: The Maturation of Marketing as an Academic Discipline
Roland T. Rust, | American Marketing Association | 2006 ,
4
From the Editor
From the Editor
Roland T. Rust, | American Marketing Association | 2006 ,
5
Return on Marketing : Using Customer Equity to Focus Marketing Strategy
Return on Marketing : Using Customer Equity to Focus Marketing Strategy
Roland T. Rust, | American Marketing Association | 2004 ,
6
Getting Return on Quality: Revenue Expansion, Cost Reduction, or Both
Getting Return on Quality: Revenue Expansion, Cost Reduction, or Both
Roland T. Rust, | American Marketing Association | 2002 ,
7
Marketing Strategy and Wall Street : Nailing down Marketing's Impact
Marketing Strategy and Wall Street : Nailing down Marketing's Impact
Dominique M. Hanssens, | American Marketing Association | 2009 ,
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