New MSI Book: Empirical Generalizations about Marketing Impact

MSI is delighted to announce the release of Empirical Generalizations about Marketing Impact: What We Have Learned from Academic Research, edited by 2005-07 Executive Director Dominique M. Hanssens. With over 80 contributions from leading academics, the book summarizes current knowledge about impact of marketing spending at product and firm levels, including empirical generalizations, evidence bases, managerial implications, and references.

As Executive Director Russell Winer notes in his foreword, “For a number of years, a top MSI research priority has been to better understand the impact of marketing spending on performance, . . . not only to improve the measurement and allocation of marketing activities, but also to justify marketing spending to others such as CFOs and CEOs. [This book] provides an invaluable service to the practitioner and academic communities by surveying academic research to determine what we know about the impact of marketing activities on product and firm performance.”

Empirical Generalizations about Marketing Impact is the eighth book in MSI’s Relevant Knowledge Series. To order go to http://www.msi.org/publications/publication.cfm?pub=1488.