Hanssens D. Long-Term Impact of Marketing: A Compendium

World Scientific Publishing, 2018. — 652 p. — ISBN: 978-981-3229-79-2.This book 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.Readership: Graduate students and researchers in the fields of marketing and econometrics.True PDF