Models for the financial-performance effects of Marketing

D.M. Hanssens, Marnik Dekimpe

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

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

Fingerprint

Financial performance
Marketing mix
Marketing
Investors
Communication
Customer value
Shareholder value
Value creation
Evaluation
Performance criteria

Cite this

Hanssens, D. M., & Dekimpe, M. (2017). Models for the financial-performance effects of Marketing. In B. Wierenga, & R. van der Lans (Eds.), Handbook of Marketing Decision Models (2 ed., pp. 117-142). (International Series in Operations Management & Management Science; Vol. 254). Cham: Springer International Publishing AG. https://doi.org/10.1007/978-3-319-56941-3_4
Hanssens, D.M. ; Dekimpe, Marnik. / Models for the financial-performance effects of Marketing. Handbook of Marketing Decision Models. editor / B. Wierenga ; R. van der Lans. 2. ed. Cham : Springer International Publishing AG, 2017. pp. 117-142 (International Series in Operations Management & Management Science).
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Hanssens, DM & Dekimpe, M 2017, Models for the financial-performance effects of Marketing. in B Wierenga & R van der Lans (eds), Handbook of Marketing Decision Models. 2 edn, International Series in Operations Management & Management Science, vol. 254, Springer International Publishing AG, Cham, pp. 117-142. https://doi.org/10.1007/978-3-319-56941-3_4

Models for the financial-performance effects of Marketing. / Hanssens, D.M.; Dekimpe, Marnik.

Handbook of Marketing Decision Models. ed. / B. Wierenga; R. van der Lans. 2. ed. Cham : Springer International Publishing AG, 2017. p. 117-142 (International Series in Operations Management & Management Science; Vol. 254).

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

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Hanssens DM, Dekimpe M. Models for the financial-performance effects of Marketing. In Wierenga B, van der Lans R, editors, Handbook of Marketing Decision Models. 2 ed. Cham: Springer International Publishing AG. 2017. p. 117-142. (International Series in Operations Management & Management Science). https://doi.org/10.1007/978-3-319-56941-3_4