Abstract
This paper develops a conceptual definition of industrial marketing performance. Controllable and uncontrollable variables are related to marketing performance via regression analysis using the PIMS data base.
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References
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© 2015 Academy of Marketing Science
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Hawkins, D.I., Best, R.J., Lillis, C.M. (2015). Factors Affecting Industrial Marketing Performance. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_37
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DOI: https://doi.org/10.1007/978-3-319-16943-9_37
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16942-2
Online ISBN: 978-3-319-16943-9
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