Long-term impact of marketing : a compendium
著者
書誌事項
Long-term impact of marketing : a compendium
World Scientific, c2018
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注記
Includes bibliographical references
内容説明・目次
内容説明
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.
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