Models for the financial-performance effects of Marketing

D.M. Hanssens, Marnik Dekimpe

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

2 Citations (Scopus)

Abstract

We consider marketing-mix models that explicitly include financial performance criteria. These financial metrics are not only comparable across the marketing mix, they also relate well to investors’ evaluation of the firm. To that extent, we treat marketing as an investment in customer value creation and communication that ultimately leads to shareholder value.
Original languageEnglish
Title of host publicationHandbook of Marketing Decision Models
EditorsB. Wierenga, R. van der Lans
Place of PublicationCham
PublisherSpringer International Publishing AG
Pages117-142
Edition2
ISBN (Print)9783319569413
DOIs
Publication statusPublished - Jul 2017

Publication series

NameInternational Series in Operations Management & Management Science
Volume254

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