Empirical Generalizations about Marketing Impact

by Dominique M. Hanssens (Editor)

In Empirical Generalizations about Marketing Impact, edited by Dominique M. Hanssens, top marketing academics offer evidence-based generalizable findings on critical marketing topics. The 2015 edition updates MSI’s best-selling 2009 book and provides evidence-based findings on new topics such as sales diffusion and social influence, word of mouth and sales elasticity, and the impact of service innovation.

198 pages, Kindle Edition

First published December 31, 2009

Reviews

[Grant · Rating 2 out of 5]

Meh. This book is written in table format and sometimes reads like a mathematics textbook. About as dry as a read gets and a lot of pretty obvious stuff; e.g., "high levels of customer satisfaction tend to result in significant financial pay-offs for a firm..." and "firms open to innovation tend to be the most innovative" and "first movers tend to have advantages compared to later entrants into markets" ... Oh really!? Wow.
"How Brands Grow" by Byron Sharp is a much better book about marketing science.

[Justin Jaeger · Rating 4 out of 5]

The data from these studies was very interesting. It wasn't used in or particularly useful for the MBA marketing course where it was assigned, but it was nice for a little novelty side reading to get in the frame of mind for class.