Educators are Contributing to Major Deficiencies in Marketing Profitability Reports
- 1 December 1990
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 12 (3) , 42-52
- https://doi.org/10.1177/027347539001200307
Abstract
For almost 30 years, contribution analysis has been recognized as the most meaningful method of measuring profitability. Recent research shows that the majority of marketers are using reports that contain significant measurement errors. A review of 25 college marketing texts revealed that educators are contributing to this lack of knowledge.Keywords
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