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, Los Angeles
Marnik G. Dekimpe: Tilburg University

Chapter Chapter 4 in Handbook of Marketing Decision Models, 2017, pp 117-142 from Springer

Abstract: Abstract We consider marketing-mix models that explicitly include financial performance criteria. These financial metrics are not only comparable across the marketing mix, they also relate well to investors’ evaluation of the firm. To that extent, we treat marketing as an investment in customer value creation and communication that ultimately leads to shareholder value.

Keywords: Customer Equity (CE); Cash flowsCash Flow (CF); Market Response Models; Performance metricsPerformance Metrics; Marketing Spending (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1007/978-3-319-56941-3_4

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