Investoinnit suunniteltuun kasvuun: Lähteitä ja lisätietoja

LÄHTEITÄ JA LISÄTIETOJA:

Bird, A., & McEwan, M. (2011). The growth drivers: The definitive guide to transforming marketing capabilities. John Wiley & Sons.

Colombo, M. G., & Grilli, L. (2010). On growth drivers of high-tech start-ups: Exploring the role of founders’ human capital and venture capital. Journal of business venturing25(6), 610-626.

Emmer, M., & Merchant, K. A. (2020). MEASURING MARKETING RETURN ON INVESTMENT. Strategic Finance102(1), 25-27.

Fu, F. Q., Phillips, J. J., & Phillips, P. P. (2018). ROI marketing: measuring, demonstrating, and improving value. Performance Improvement57(2), 6-13.

Kumar, V., Sriram, S., Luo, A., & Chintagunta, P. K. (2011). Assessing the effect of marketing investments in a business marketing context. Marketing Science30(5), 924-940.

Luo, A., & Kumar, V. (2013). Recovering hidden buyer–seller relationship states to measure the return on marketing investment in business-to-business markets. Journal of Marketing Research50(1), 143-160.

Powell, G. R. (2012). Marketing calculator: Measuring and managing return on marketing investment. John Wiley & Sons.

Smyth, H., & Lecoeuvre, L. (2015). Differences in decision-making criteria towards the return on marketing investment: A project business perspective. International Journal of Project Management33(1), 29-40.

Turner, C. (2018). Forget the Future of S&OP, What’s the Future of Growth?. The Journal of Business Forecasting37(1), 11-16.