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基于投资回报的营销绩效衡量体系 被引量:1

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摘要 本文针对营销绩效衡量的传统方法中存在的诊断力有限、忽视企业营销长期收益、难以比较应用等不足,引入基于投资回报的营销绩效衡量体系,将营销绩效衡量指标与企业发展目标相结合,实现了营销绩效管理与企业经营管理各层次之间的有机融合,从而弥补了传统衡量方法存在的缺陷,为全面衡量企业营销绩效提供了一个全新的思路和理论工具。
作者 张雪兰 卢敏
出处 《经济管理》 CSSCI 北大核心 2004年第12期78-85,共8页 Business and Management Journal ( BMJ )
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