Transforming Financial Objectives into Marketing Decisions : The Role of Channel Contracts and Derivatives

J.M.E. Pennings, B. Wansink

Research output: Chapter in Book/Report/Conference proceedingConference paper

Original languageEnglish
Title of host publicationMarketing Science Institute Conference, Measuring Marketing Productivity: Linking marketing to Financial Returns, October 4-5, 2002, Dallas, USA.
Publication statusPublished - 2002

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