Don Sexton

“Determining Marketing Accountability: Applying Economics and Finance to Marketing”

Coauthor(s): Kamal Sen, Venu Gorti.

Editors: Jean-Claude Andreani

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Abstract:

Paper presenting the relationship between economic theory and the financial results of marketing activities.  Included empirical findings based on company data.

Source: Proceedings of 9th International Marketing Trends Conference
Exact Citation:
Sexton, Don, Kamal Sen, and Venu Gorti. "Determining Marketing Accountability: Applying Economics and Finance to Marketing." In Proceedings of 9th International Marketing Trends Conference. Ed. Jean-Claude Andreani. Paris: International Marketing Trends Conference, 2009.
Place: Paris
Date: 2009