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

SKU: 9789813229815

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Additional information

Full Title

Long-Term Impact of Marketing: A Compendium
Author(s)

Dominique M Hanssens
Edition
ISBN

9789813229815, 9789813229792, 9789813229808
Publisher

WSPC
Format

PDF and EPUB

Description

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.

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