Long Term Impact of Marketing: A Compendium - Image 1

£149.88

Scientific Publishing Long Term Impact of Marketing: A Compendium

Name: Long Term Impact of Marketing: A Compendium
Brand: Scientific Publishing
Price: 149.88 GBP
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Econometrics

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Description

Review Rarely does a scholar consistently produce impactful research for over four decades. Dominique Hanssens is one of those rare scholars whose legendary work on the long-term impact of marketing and public policy is beautifully captured in this book. --Sunil Gupta, Edward W Carter Professor of Business Administration, Harvard Business SchoolThis compendium affords a long-term perspective on long-term marketing effects. Collectively, the papers in this volume span four decades of research and convincingly demonstrate that marketing is an investment, not an expense. Dominique Hanssens's pioneering contributions are a must-read for those interested in marketing dynamics. --Carl Mela, T. Austin Finch Foundation Professor, Duke University Fuqua School of BusinessMarketing strategy and accompanying actions result in long-term, forward-looking, multi-period benefits. The brand and market power of incumbents is felt across industries ranging from consumer goods to industrial products to technology-based markets. Unfortunately, we tend to measure the impact of marketing investments in retrospective, short-term frameworks that grossly underestimate their contributions to the firm in terms of profitability and growth. Dominique Hanssens is one of the few who gets it right. He and his coauthors document long-term effects of market-based assets (brand, customers, distribution partners), capabilities and actions (advertising, promotions) on category growth, brand share and protection from price competition. For great insights, look no further! --Rajendra Srivastava, Dean and Novartis Professor of Marketing Strategy and Innovation, Indian School of Business Product 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.

Product Specifications

Brand: Scientific Publishing
Format: hardcover
ASIN: 9813229799
Category: Books > Subjects > Business, Finance & Law > Economics > Econometrics
Domain: Amazon UK
Release Date: 26 May 2018
Listed Since: 09 August 2017

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Scientific Publishing Long Term Impact of Marketing: A Compendium

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