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Long-Term Impact of Marketing: A Compendium summarizes four decades of marketing science research by Professor Hanssens and coauthors. The book focuses on the topic of inferring long-term marketing impact on business performance from real-world data. It presents time-series analytic methods to measure the short- and long-term effects of marketing on business performance. As marketing data increase in quantity and quality, the application of the principles in the book are becoming more relevant and important.
- Format: Inbunden
- ISBN: 9789813229792
- Språk: Engelska
- Antal sidor: 656
- Utgivningsdatum: 2018-05-30
- Förlag: World Scientific Publishing Co Pte Ltd