@inbook{405e66c368084bb197f0da4cac059939,
title = "Models for the financial-performance effects of Marketing",
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{\textquoteright} 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.",
author = "D.M. Hanssens and Marnik Dekimpe",
year = "2017",
month = jul,
doi = "10.1007/978-3-319-56941-3\_4",
language = "English",
isbn = "9783319569413",
series = "International Series in Operations Management \& Management Science",
publisher = "Springer International Publishing AG",
pages = "117--142",
editor = "B. Wierenga and \{van der Lans\}, R.",
booktitle = "Handbook of Marketing Decision Models",
address = "Switzerland",
edition = "2",
}