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.
| ISBN: | 9789813229792 |
| Publication date: | 30th May 2018 |
| Author: | Dominique M (Ucla Anderson School Of Management, Usa) Hanssens |
| Publisher: | World Scientific Publishing Co Pte Ltd |
| Format: | Hardback |
| Pagination: | 656 pages |
| Genres: |
Market research |