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THE EFFECT OF MARKETING ASSET ACCOUNTABILITY ON MARKETING PERFORMANCE AND STRATEGY: A NATURAL EXPERIMENT TO TEST ITS IMPACT IN A BUSINESS CONTEXT. KRIEZ ACADEMY [Internet]. 2024 Mar. 2 [cited 2026 Aug. 11];1(4):23-35. Available from: https://kriezacademy.com/index.php/kriezacademy/article/view/20