Long-Term Impact of Marketing: A Compendium

By Dominique M Hanssens

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.

• Format: Hardcover
• Language: English
• ISBN: 9813229799
• ISBN13: 9789813229792
• Release Date: June 2018
• Publisher: World Scientific Publishing Company
• Length: 656 Pages
• Weight: 2.29 lbs.
• Dimensions: 1.4" x 6.0" x 9.0"