Strategic business decision making: the use and relevance of marketing metrics and knowledge management

What is it about?

Therefore, this paper analyses the degrees of knowledge, the application, and the relevance of financial and non-financial marketing metrics for business managers’ decision-making in Montenegro, as a transition economy. Data collected by the survey was analyzed using the SEM and ANOVA tests. The obtained values of regression coefficients (estimated using the Maximum Likelihood method) in the SEM model show that a significant degree of knowledge of marketing metrics is held by managers in Montenegro, and that they consider this knowledge important when making business decisions.

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