| Author: | Dominique M Hanssens | ISBN: | 9789813229815 |
| Publisher: | World Scientific Publishing Company | Publication: | April 5, 2018 |
| Imprint: | WSPC | Language: | English |
| Author: | Dominique M Hanssens |
| ISBN: | 9789813229815 |
| Publisher: | World Scientific Publishing Company |
| Publication: | April 5, 2018 |
| Imprint: | WSPC |
| Language: | English |
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.
Contents:
- Dedication
- About the Author
- Introduction (Dominique M Hanssens)
- Market Response, Competitive Behavior, and Time-Series Analysis (Dominique M Hanssens)
- Modeling Asymmetric Competition (Gregory S Carpenter, Lee G Cooper, Dominique M Hanssens and David F Midgley)
- Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime (Keiko Powers, Dominique M Hanssens, Yih-Ing Hser and M Douglas Anglin)
- The Persistence of Marketing Effects on Sales (Marnik G Dekimpe and Dominique M Hanssens)
- Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability (Marnik G Dekimpe and Dominique M Hanssens)
- The Category-Demand Effects of Price Promotions (Vincent R Nijs, Marnik G Dekimpe, Jan-Benedict E M Steenkamps and Dominique M Hanssens)
- The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase Quantity (Koen Pauwels, Dominique M Hanssens and S Siddarth)
- New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry (Koen Pauwels, Jorge Silva-Risso, Shuba Srinivasan and Dominique M Hanssens)
- Competitive Reactions to Advertising and Promotion Attacks (Jan-Benedict E M Steenkamp, Vincent R Nijs, Dominique M Hanssens and Marnik G Dekimpe
- Performance Regimes and Marketing Policy Shifts (Koen Pauwels and Dominique M Hanssens)
- The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity (Julian Villanueva, Shijin Yoo, and Dominique M Hanssens)
- Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions (Shuba Srinivasan and Dominique M Hanssens)
- The Direct and Indirect Effects of Advertising Spending on Firm Value (Amit Joshi and Dominique M Hanssens)
- Consumer Attitude Metrics for Guiding Marketing Mix Decisions (Dominique M Hanssens, Koen H Pauwels, Shuba Srinivasan, Marc Vanhuele, and Gokhan Yildirim)
- Performance Growth and Opportunistic Marketing Spending (Dominique M Hanssens, Fang Wang and Xiao-Ping Zhang)
Readership: Graduate students and researchers in the fields of marketing and econometrics.
Key Features:
- Summarizes general topics of inferring long-term marketing impact on business performance from real-world data
- Presents time-series analytic methods to measure the short- and long-term effects of marketing on business performance
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.
Contents:
- Dedication
- About the Author
- Introduction (Dominique M Hanssens)
- Market Response, Competitive Behavior, and Time-Series Analysis (Dominique M Hanssens)
- Modeling Asymmetric Competition (Gregory S Carpenter, Lee G Cooper, Dominique M Hanssens and David F Midgley)
- Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime (Keiko Powers, Dominique M Hanssens, Yih-Ing Hser and M Douglas Anglin)
- The Persistence of Marketing Effects on Sales (Marnik G Dekimpe and Dominique M Hanssens)
- Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability (Marnik G Dekimpe and Dominique M Hanssens)
- The Category-Demand Effects of Price Promotions (Vincent R Nijs, Marnik G Dekimpe, Jan-Benedict E M Steenkamps and Dominique M Hanssens)
- The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase Quantity (Koen Pauwels, Dominique M Hanssens and S Siddarth)
- New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry (Koen Pauwels, Jorge Silva-Risso, Shuba Srinivasan and Dominique M Hanssens)
- Competitive Reactions to Advertising and Promotion Attacks (Jan-Benedict E M Steenkamp, Vincent R Nijs, Dominique M Hanssens and Marnik G Dekimpe
- Performance Regimes and Marketing Policy Shifts (Koen Pauwels and Dominique M Hanssens)
- The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity (Julian Villanueva, Shijin Yoo, and Dominique M Hanssens)
- Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions (Shuba Srinivasan and Dominique M Hanssens)
- The Direct and Indirect Effects of Advertising Spending on Firm Value (Amit Joshi and Dominique M Hanssens)
- Consumer Attitude Metrics for Guiding Marketing Mix Decisions (Dominique M Hanssens, Koen H Pauwels, Shuba Srinivasan, Marc Vanhuele, and Gokhan Yildirim)
- Performance Growth and Opportunistic Marketing Spending (Dominique M Hanssens, Fang Wang and Xiao-Ping Zhang)
Readership: Graduate students and researchers in the fields of marketing and econometrics.
Key Features:
- Summarizes general topics of inferring long-term marketing impact on business performance from real-world data
- Presents time-series analytic methods to measure the short- and long-term effects of marketing on business performance
