Question: I need help with the following article Ptok, A., Jindal, RP, & Reinartz, WJ (2018). Selling, general, and administrative expense (SGA)-based metrics in marketing: conceptual

I need help with the following article

Ptok, A., Jindal, RP, & Reinartz, WJ (2018). Selling, general, and administrative expense (SGA)-based metrics in marketing: conceptual and measurement challenges. Journal of the Academy of Marketing Science, 46, 987-1011.

-summarise, in your own words, the cotent of the paper (4 marks);

-and critically evaluate, in your own words, how the paper advances understanding of Marketing Effectiveness (6 marks).

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