Long-Term Impact of Marketing: A Compendium
| By: | Dominique M Hanssens |
| Publisher: | World Scientific Publishing |
| Print ISBN: | 9789813229792 |
| eText ISBN: | 9789813229815 |
| Edition: | 0 |
| Format: | Reflowable |
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Table of Contents
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.