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Empirical Generalizations about Marketing Impact: What We Have Learned from Academic Research

Dominique M. Hanssens, 2009 [09-600]

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Inside the book…
Table of Contents
Foreword
Sample page
Sample page

Empirical Generalizations about Marketing Impact surveys the academic research to determine “what we know” about the impact of marketing activities on product and company performance. With over 80 contributions from leading marketing scholars, it summarizes current knowledge about the impact of marketing spending in 16 topic areas. 103 pages.

Readers say:
“Empirical Generalizations about Marketing Impact is amazingly comprehensive. It runs the gamut from macro to micro forces acting on our markets, from tried-and-true marketing strategies to emerging marketing channels, and from stock market impact to individual consumer tendencies. It captures what we know about marketing science today and presents it in a fresh, easily understood format.”
Delaine Hampton, Director, Upstream Innovation, Consumer Market Knowledge, The Procter & Gamble Company

“The most succinct, valuable, and readable inventory of what we know about the impact of marketing variables and the conditions under which they hold. Required reading for every executive concerned about the return on their marketing investments."
Yoram (Jerry) Wind, The Lauder Professor and Professor of Marketing, The Wharton School, University of Pennsylvania

“This book should be in every manager's briefcase as a perpetual vade mecum—a constant reminder that successful marketing is more often driven by proven facts rather than creative intuition.”
Hans-Willi Schroiff, Corporate Vice President, Global Market Research, Henkel AG & Co. KGaA

“Summarizes all we know about what works and what is myth in marketing—based on meta-analyses from hundreds of rigorous studies. This is the “über” FAQ for the evidence-oriented marketer and practicing marketing scientist.”
Francois Christen, VP, Enterprise Marketing, Marketing Insights and Measurement, Wells Fargo & Co.

“An indispensable assemblage of research presented in a concise, yet approachable manner. The reader will find relevant, scientific data that can be easily deployed or unpacked for further research and study.”
Tom Nightingale, VP Communications and Chief Marketing Officer, Con-way Inc.

Contents

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

Read a review at MarketingNPV.

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