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Long-Term Impact of Marketing:A Compendium

Dominique M Hanssens
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Dominique M Hanssens: UCLA

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: Long-Term Impact of Marketing: A Compendium

Keywords: Marketing Impact; Long Term Marketing Effects; Marketing Science; Time-series Models (search for similar items in EconPapers)
JEL-codes: C01 M31 (search for similar items in EconPapers)
Date: 2018
ISBN: 9789813229792
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https://www.worldscientific.com/worldscibooks/10.1142/10704 (text/html)
Ebook Access is available upon purchase

Chapters in this book:

Ch 1 Market Response, Competitive Behavior, and Time-Series Analysis , pp 1-40 Downloads
Dominique M. Hanssens
Ch 2 Modeling Asymmetric Competition , pp 41-74 Downloads
Gregory S. Carpenter, Lee G. Cooper, Dominique M. Hanssens and David F. Midgley
Ch 3 Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime , pp 75-105 Downloads
Keiko Powers, Dominique M. Hanssens, Yih-Ing Hser and M. Douglas Anglin
Ch 4 The Persistence of Marketing Effects on Sales , pp 107-142 Downloads
Marnik G. Dekimpe and Dominique M. Hanssens
Ch 5 Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability , pp 143-186 Downloads
Marnik G. Dekimpe and Dominique M. Hanssens
Ch 6 The Category-Demand Effects of Price Promotions , pp 187-233 Downloads
Vincent R. Nijs, Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamps and Dominique M. Hanssens
Ch 7 The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase Quantity , pp 235-286 Downloads
Koen Pauwels, Dominique M. Hanssens and S. Siddarth
Ch 8 New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry , pp 287-324 Downloads
Koen Pauwels, Jorge Silva-Risso, Shuba Srinivasan and Dominique M. Hanssens
Ch 9 Competitive Reactions to Advertising and Promotion Attacks , pp 325-372 Downloads
Jan-Benedict E. M. Steenkamp, Vincent R. Nijs, Dominique M. Hanssens and Marnik G. Dekimpe
Ch 10 Performance Regimes and Marketing Policy Shifts , pp 373-426 Downloads
Koen Pauwels and Dominique M. Hanssens
Ch 11 The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth , pp 427-459 Downloads
Julian Villanueva, Shijin Yoo and Dominique M. Hanssens
Ch 12 Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions , pp 461-519 Downloads
Shuba Srinivasan and Dominique M. Hanssens
Ch 13 The Direct and Indirect Effects of Advertising Spending on Firm Value , pp 521-556 Downloads
Amit Joshi and Dominique M. Hanssens
Ch 14 Consumer Attitude Metrics for Guiding Marketing Mix Decisions , pp 557-600 Downloads
Dominique M. Hanssens, Koen H. Pauwels, Shuba Srinivasan, Marc Vanhuele and Gokhan Yildirim
Ch 15 Performance Growth and Opportunistic Marketing Spending , pp 601-633 Downloads
Dominique M. Hanssens, Fang Wang and Xiao-Ping Zhang

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