Concept

Return on marketing investment

Related publications (6)

A Functional Perspective on Learning and Innovation: Investigating the Organization of Absorptive Capacity

Stéphane Lhuillery, Marcellus Bogers

We investigate the intra-organizational antecedents of firm-level absorptive capacity (AC). Specifically, we examine how the functional areas of R&D, manufacturing and marketing contribute to the absorption of knowledge coming from different external knowl ...
Taylor & Francis2011

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