Measuring marketing productivity : linking marketing to financial returns, Octorber 3-4, 2002, The Fairmont Hotel, Dallas, Texas
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Measuring marketing productivity : linking marketing to financial returns, Octorber 3-4, 2002, The Fairmont Hotel, Dallas, Texas
(Report / Marketing Science Institute, no. 02-119 . Working paper series)
Marketing Science Institute, 2002
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"Conference summary" -- t.p