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Book Synopsis
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.

Long-term Impact Of Marketing: A Compendium

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    A Hardback by Dominique M Hanssens

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      Publisher: World Scientific Publishing Co Pte Ltd
      Publication Date: 30/05/2018
      ISBN13: 9789813229792, 978-9813229792
      ISBN10: 9813229799

      Description

      Book Synopsis
      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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