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Models for the Financial-Performance Effects of Marketing

In: Handbook of Marketing Decision Models

Author

Listed:
  • Dominique M. Hanssens

    (University of California)

  • Marnik G. Dekimpe

Abstract

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Suggested Citation

  • Dominique M. Hanssens & Marnik G. Dekimpe, 2008. "Models for the Financial-Performance Effects of Marketing," International Series in Operations Research & Management Science, in: Berend Wierenga (ed.), Handbook of Marketing Decision Models, chapter 0, pages 501-523, Springer.
    • Handle: RePEc:spr:isochp:978-0-387-78213-3_15
    DOI: 10.1007/978-0-387-78213-3_15
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    Cited by:

    1. Leeflang, Peter S.H. & Bijmolt, Tammo H.A. & van Doorn, Jenny & Hanssens, Dominique M. & van Heerde, Harald J. & Verhoef, Peter C. & Wieringa, Jaap E., 2009. "Creating lift versus building the base: Current trends in marketing dynamics," International Journal of Research in Marketing, Elsevier, vol. 26(1), pages 13-20.
    2. Hsu, Liwu & Kaufmann, Patrick & Srinivasan, Shuba, 2017. "How Do Franchise Ownership Structure and Strategic Investment Emphasis Influence Stock Returns and Risks?," Journal of Retailing, Elsevier, vol. 93(3), pages 350-368.

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