Authors
Paul A Argenti
Publication date
2006/11/1
Journal
Journal of business strategy
Volume
27
Issue
6
Pages
29-40
Publisher
Emerald Group Publishing Limited
Description
This research examines the importance of measurement in the communications industry and business in general, the insufficiency of measurement in communications, how communications professionals' measurement needs are changing, obstacles to meeting measurement needs, and the potential benefits from understanding the link between intangibles and business value.
Total citations
Scholar articles
PA Argenti - Journal of business strategy, 2006