Empirical generalizations about marketing impact: what we have learned from academic research

Contributor(s): Hanssens, Dominique M [Editor]
Series: Relevant knowledge seriesPublisher: Cambridge Marketing Science Institute 2009Description: xii, 103 p. ISBN: 9780982387702Subject(s): Marketing --Abstracts | Marketing --Bibliography | Marketing researchDDC classification: 016.6588 Summary: Empirical Generalizations about Marketing Impact: What We Have Learned from Academic Research surveys 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. (Source:www.amazon.com)
List(s) this item appears in: 2.MARKETING
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Empirical Generalizations about Marketing Impact: What We Have Learned from Academic Research surveys 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. (Source:www.amazon.com)

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