Marketing Evaluation as a Profession and Discipline
It can be a bit like pushing sand uphill with a pointy stick, as they say here in New Zealand. One of the great challenges in developing evaluation as a discipline is getting it recognised as being distinct from the various other disciplines to which it applies. In this piece, I offer a few reflecti...
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The Evaluation Center at Western Michigan University,
2005-02-01T00:00:00Z.
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