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

[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.