Models for the Financial-Performance Effects of Marketing

Dominique M. Hanssens () and Marnik G. Dekimpe
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Dominique M. Hanssens: University of California

Chapter Chapter 15 in Handbook of Marketing Decision Models, 2008, pp 501-523 from Springer

Keywords: Cash Flow; Stock Price; Stock Return; Brand Equity; Marketing Action (search for similar items in EconPapers)
Date: 2008
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DOI: 10.1007/978-0-387-78213-3_15

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