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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Chapters in this book:

Ch 1 Market Response, Competitive Behavior, and Time-Series Analysis , pp 1-40

Dominique M. Hanssens

Ch 2 Modeling Asymmetric Competition , pp 41-74

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

Keiko Powers, Dominique M. Hanssens, Yih-Ing Hser and M. Douglas Anglin

Ch 4 The Persistence of Marketing Effects on Sales , pp 107-142

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

Marnik G. Dekimpe and Dominique M. Hanssens

Ch 6 The Category-Demand Effects of Price Promotions , pp 187-233

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

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

Koen Pauwels, Jorge Silva-Risso, Shuba Srinivasan and Dominique M. Hanssens

Ch 9 Competitive Reactions to Advertising and Promotion Attacks , pp 325-372

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

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

Julian Villanueva, Shijin Yoo and Dominique M. Hanssens

Ch 12 Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions , pp 461-519

Shuba Srinivasan and Dominique M. Hanssens

Ch 13 The Direct and Indirect Effects of Advertising Spending on Firm Value , pp 521-556

Amit Joshi and Dominique M. Hanssens

Ch 14 Consumer Attitude Metrics for Guiding Marketing Mix Decisions , pp 557-600

Dominique M. Hanssens, Koen H. Pauwels, Shuba Srinivasan, Marc Vanhuele and Gokhan Yildirim

Ch 15 Performance Growth and Opportunistic Marketing Spending , pp 601-633

Dominique M. Hanssens, Fang Wang and Xiao-Ping Zhang

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