Long-Term Impact of Marketing: A Compendium (Hardcover) (ISBN-13: 9789813229792)

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.

Author: Dominique M. Hanssens
ISBN-10: 9813229799
ISBN-13: 9789813229792
Publisher: World Scientific Publishing Company
Language: English
Published: 05/30/2018
Pages: 656
Format: Hardcover
Weight: 2.29lbs
Size: 9.00h x 6.00w x 1.38d