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Long-Term Impact of Marketing: A Compendium

by Dominique M. Hanssens
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₹23,693.00
Original price ₹23,693.00
Original price ₹23,693.00
₹23,693.00
Current price ₹23,693.00

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Book cover type: Hardcover
  • ISBN13: 9789813229792
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: World Scientific Publishing Company
  • Publisher Imprint: World Scientific Publishing Company
  • Publication Date:
  • Pages: 656
  • Original Price: USD 238.0
  • Language: English
  • Edition: N/A
  • Item Weight: 1039 grams
  • BISAC Subject(s): Marketing / Research

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.

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