Long-term impact of marketing : a compendium / Dominique M. Hanssens.
Material type: TextLanguage: English Publication details: Singapore ; Hackensack, NJ : World Scientific, 2018Description: xxii, 633 pages : illustrations ; 24 cmISBN:- 9813229799
- 9789813229792
- 658.8 HAN
Item type | Current library | Collection | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
Reference Books | CUTN Central Library Reference | Reference | 658.8 HAN (Browse shelf(Opens below)) | Not For Loan | 37481 |
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.
Includes bibliographical references.
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