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Long-Term Impact of Marketing
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A Compendium
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Artikel-Nr:
9789813229792
Veröffentl:
2018
Einband:
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Erscheinungsdatum:
09.04.2018
Seiten:
656
Autor:
Dominique M Hanssens
Gewicht:
1088 g
Format:
235x157x39 mm
Sprache:
Englisch
Beschreibung:
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.