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Alexander Tombach
Last Name
Tombach
First name
Alexander
Email
alexander.tombach@unisg.ch
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1 - 4 of 4
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PublicationDigitales Marketing: Integrierte ErfolgsmessungType: journal articleJournal: Marketing Review St. Gallen
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PublicationThe Weighting of Performance Outcomes in Marketing Performance Measurement SystemsThis survey-based cluster analysis examines the design of marketing performance measurement systems and identifies five ways of how companies prioritize different aspects of marketing performance; a comprehensive measurement approach considering all aspects of marketing performance is associated with the highest market success.Type: conference paper
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Publication
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PublicationMarketingcontrolling in der Unternehmenspraxis(Springer Fachmedien Wiesbaden GmbH, 2021)