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Long-Term Impact of Marketing

Dominique M Hanssens   ·  ISBN 9789813229815
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Publisher World Scientific Publishing
Author(s) Dominique M Hanssens
Published 04052018
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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.
Keywords:Marketing Impact;Long Term Marketing Effects;Marketing Science;Time-series ModelsReview:

"Rarely does a scholar consistently produce impactful research for over four decades. Dominique Hanssens is one of those rare scholars whose legendary work on the long-term impact of marketing and public policy is beautifully captured in this book."

Sunil Gupta
Edward W Carter Professor of Business Administration
Harvard Business School

"This compendium affords a long-term perspective on long-term marketing effects. Collectively, the papers in this volume span four decades of research and convincingly demonstrate that marketing is an investment, not an expense. Dominique Hanssens's pioneering contributions are a must-read for those interested in marketing dynamics."

Carl Mela
T. Austin Finch Foundation Professor
Duke University Fuqua School of Business

"Marketing strategy and accompanying actions result in long-term, forward-looking, multi-period benefits. The brand and market power of incumbents is felt across industries ranging from consumer goods to industrial products to technology-based markets. Unfortunately, we tend to measure the impact of marketing investments in retrospective, short-term frameworks that grossly underestimate their contributions to the firm in terms of profitability and growth. Dominique Hanssens is one of the few who gets it right. He and his coauthors document long-term effects of market-based assets (brand, customers, distribution partners), capabilities and actions (advertising, promotions) on category growth, brand share and protection from price competition. For great insights, look no further!"

Rajendra Srivastava
Dean and Novartis Professor of Marketing Strategy and Innovation
Indian School of Business

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
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