图书简介

Dedication; About the Author; Introduction (D M Hanssens); Market Response, Competitive Behavior and Time-Series Analysis (D M Hanssens); Modeling Asymmetric Competition (G S Carpenter, L G Cooper, D M Hanssens and D F Midgley); Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime (K Powers, D M Hanssens, Y I Hser and M D Anglin); The Persistence of Marketing Effects on Sales (M G Dekimpe and D M Hanssens); Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability (M G Dekimpe and D M Hanssens); The Category Effects of Price Promotions (V Nijs, M Dekimpe, J-B Steenkamp and D M Hanssens); Long-Term Effects of Price Promotions on Category Incidence, Brand Choice and Purchase Quantity (K Pauwels, D M Hanssens and S Sidddarth); New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry (K Pauwels, J Silva-Risso, S Srinivasan and D M Hanssens); Competitive Reactions to Advertising and Promotion Attacks (J-B Steenkamp, V R Nijs, D M Hanssens and M G Dekimpe); Performance Regimes and Marketing Policy Shifts (K Pauwels and D M Hanssens); The Impact of Marketing-Induced vs Word-of-Mouth Customer Acquisition on Customer Equity (J Villanueva, S Yoo and D M Hanssens); Marketing and Firm Value: Metrics, Methods, Findings and Future Directions (S Srinivasan and D M Hanssens); The Direct and Indirect Effects of Advertising Spending on Firm Value (A Joshi and D M Hanssens); Consumer Attitude Metrics for Guiding Marketing Mix Decisions (D M Hanssens, K Pauwels, S Srinivasan, M Vanhuele and G Yildirim); Performance Growth and Opportunistic Marketing Spending (D M Hanssens, F Wang and X-P Zhang);

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