Long-Term Impact of Marketing A Compendium |
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| Author:
| Hanssens, Dominique M. |
| ISBN: | 978-981-322-979-2 |
| Publication Date: | Feb 2018 |
| Publisher: | World Scientific Publishing Co Pte Ltd
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| Book Format: | Hardback |
| List Price: | AUD $328.00 |
Book Description:
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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...
More DescriptionLong-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.