Long-term Impact Of Marketing: A Compendium
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A01=Dominique M Hanssens
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Author_Dominique M Hanssens
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Category1=Non-Fiction
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Language_English
Long Term Marketing Effects
Marketing Impact
Marketing Science
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softlaunch
Time-series Models
Product details
- ISBN 9789813229792
- Publication Date: 30 May 2018
- Publisher: World Scientific Publishing Co Pte Ltd
- Publication City/Country: SG
- Product Form: Hardback
- Language: English
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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.
