Long-term impact of marketing :
Hanssens, Dominique M.,
Long-term impact of marketing : a compendium / Dominique M. Hanssens. - Singapore ; Hackensack, NJ : World Scientific, 2018 - xxii, 633 pages : illustrations ; 24 cm
Includes bibliographical references.
ch. 1 Market Response, Competitive Behavior, and Time-Series Analysis / Dominique M. Hanssens --
ch. 2 Modeling Asymmetric Competition / David F. Midgley --
ch. 3 Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime / M. Douglas Anglin -- ch. 4 The Persistence of Marketing Effects on Sales / Dominique M. Hanssens --
ch. 5 Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability / Dominique M. Hanssens --
ch. 6 The Category-Demand Effects of Price Promotions / Dominique M. Hanssens --
ch. 7 The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase Quantity / S. Siddarth --
ch. 8 New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry / Dominique M. Hanssens --
ch. 9 Competitive Reactions to Advertising and Promotion Attacks / Marnik G. Dekimpe -- ch. 10 Performance Regimes and Marketing Policy Shifts / Dominique M. Hanssens --
ch. 11 The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth / Dominique M. Hanssens --
ch. 12 Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions / Dominique M. Hanssens --
ch. 13 The Direct and Indirect Effects of Advertising Spending on Firm Value / Dominique M. Hanssens --
ch. 14 Consumer Attitude Metrics for Guiding Marketing Mix Decisions / Gokhan Yildirim.
9813229799 9789813229792
Marketing--Evaluation.
658.8 / HAN
Long-term impact of marketing : a compendium / Dominique M. Hanssens. - Singapore ; Hackensack, NJ : World Scientific, 2018 - xxii, 633 pages : illustrations ; 24 cm
Includes bibliographical references.
ch. 1 Market Response, Competitive Behavior, and Time-Series Analysis / Dominique M. Hanssens --
ch. 2 Modeling Asymmetric Competition / David F. Midgley --
ch. 3 Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime / M. Douglas Anglin -- ch. 4 The Persistence of Marketing Effects on Sales / Dominique M. Hanssens --
ch. 5 Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability / Dominique M. Hanssens --
ch. 6 The Category-Demand Effects of Price Promotions / Dominique M. Hanssens --
ch. 7 The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase Quantity / S. Siddarth --
ch. 8 New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry / Dominique M. Hanssens --
ch. 9 Competitive Reactions to Advertising and Promotion Attacks / Marnik G. Dekimpe -- ch. 10 Performance Regimes and Marketing Policy Shifts / Dominique M. Hanssens --
ch. 11 The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth / Dominique M. Hanssens --
ch. 12 Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions / Dominique M. Hanssens --
ch. 13 The Direct and Indirect Effects of Advertising Spending on Firm Value / Dominique M. Hanssens --
ch. 14 Consumer Attitude Metrics for Guiding Marketing Mix Decisions / Gokhan Yildirim.
9813229799 9789813229792
Marketing--Evaluation.
658.8 / HAN