Books

Empirical Generalizations about Marketing Impact, 2nd ed.

Author(s):

Dominique M. Hanssens

Pricing:

Hard Copy
Corporate: $24.49
Academic: $24.49
Public: $34.99
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Download Chapter 3: Customer Satisfaction and Product Reviews

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Empirical Generalizations about Marketing Impact answers the question: What do we know about the impact of marketing activities? Edited by Dominique M. Hanssens of UCLA, the 2015 edition updates MSI’s best-selling 2009 book and provides evidence-based findings on new topics such as sales diffusion and social influence, word of mouth and sales elasticity, and the impact of service innovation. Contributors are leading academics with deep expertise in their marketing areas. (195 pages)

“For science-driven marketers and researchers seeking to build their business and brand, this should be the first step on their journey.” Joseph Baumann, Corporate Behavioral Science, Procter and Gamble

“An indispensable resource to the serious marketing practitioner who seeks a higher understanding of today’s dynamic marketing environment.” Brennan Dell, Marketing Talent & Capabilities, Dell

Contents
Market Orientation and Market Structure * Effects of Economic Cycles * Customer Satisfaction and Product Reviews * Objective and Perceived Quality * Market Share * Order of Entry * Sales Diffusion and Social Influence * Product Innovation * Price Effects * Brands and Brand Loyalty * Price Promotions * Personal Selling * Distribution * Advertising * Marketing Mix * Competitive Reaction

Webinar: Dominique Hanssens presents highlights from the book

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