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Chapter 26: Short-term and Long-term Effects of Marketing Strategy

Dominique M. Hanssens

and

Marnik G. Dekimpe

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Category:: Handbook Chapter

in Handbook of Marketing Strategy

Dominique M. Hanssens

and

Marnik G. Dekimpe

Published:: 30 Apr 2012

Collection:: Business 2012

Handbook of Marketing Analytics

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Edited by

Natalie Mizik

and

Dominique M. Hanssens

Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.

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Handbook