Chapter2017

Models for the Financial-Performance Effects of Marketing

Dominique M. Hanssens · Marnik G. Dekimpe

10 citations0/0 files storedInternational series in management science/operations research/International series in operations research & management science

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Corporate Governance and Management

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1993Common risk factors in the returns on stocks and bonds 1992The Cross-Section of Expected Stock Returns 1969A New Product Growth for Model Consumer Durables 1976A New Product Growth Model for Consumer Durables 1998Market-Based Assets and Shareholder Value: A Framework for Analysis 2003Return on Marketing: Using Customer Equity to Focus Marketing Strategy 2004Measuring Marketing Productivity: Current Knowledge and Future Directions 2003Revenue Premium as an Outcome Measure of Brand Equity

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