Persistence modeling for assessing marketing strategy performance

M.G. Dekimpe, D. Hanssens

Research output: Chapter in Book/Report/Conference proceedingChapterProfessional

Original languageEnglish
Title of host publicationAssessing marketing strategy performance
EditorsD. Lehmann, C. Moorman
Place of PublicationCambridge
PublisherMarketing Science Institute
Pages69-83
Number of pages15
ISBN (Print)0965711447
Publication statusPublished - 2004
Externally publishedYes

Cite this

Dekimpe, M. G., & Hanssens, D. (2004). Persistence modeling for assessing marketing strategy performance. In D. Lehmann, & C. Moorman (Eds.), Assessing marketing strategy performance (pp. 69-83). Marketing Science Institute.