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portada Long-Term Impact of Marketing: A Compendium
Type
Physical Book
Publisher
Author
Year
2018
Language
English
Pages
656
Format
Hardcover
ISBN13
9789813229792
Categories

Long-Term Impact of Marketing: A Compendium

Dominique M Hanssens (Author) · World Scientific Publishing Co Pte Ltd · Hardcover

Long-Term Impact of Marketing: A Compendium - Dominique M Hanssens

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Synopsis "Long-Term Impact of Marketing: A Compendium "

Long-Term Impact of Marketing: A Compendium summarizes four decades of marketing science research by Professor Hanssens and coauthors. The book focuses on the topic of inferring long-term marketing impact on business performance from real-world data. It presents time-series analytic methods to measure the short- and long-term effects of marketing on business performance. As marketing data increase in quantity and quality, the application of the principles in the book are becoming more relevant and important. Readership: Graduate students and researchers in the fields of marketing and econometrics.

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