please follow the instructions in the assessment detail under the marketing assignment.
please use http://www.scoop.it/t/mmk277marketingmanagement , as it have many articles regarding marketing metrics.
the paper is to define marketing metrics, indicate which metrics are most widely used (academic and professional papers), and suggest why marketing management do and do not use such metrics. You are expected to indicate whether or not there are benefits in their use reported in the aforementioned literature.
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