Abstract

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

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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.

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