Short-term and long-term effects of marketing strategy

D.M. Hanssens, M.G. Dekimpe

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

4 Citations (Scopus)
Original languageEnglish
Title of host publicationHandbook of Marketing Strategy
EditorsV. Shankar, G. Carpenter
Place of PublicationNorthampton
PublisherEdward Elgar Publishing
Pages457-469
Number of pages512
ISBN (Print)9781849800983
Publication statusPublished - 2012

Publication series

NameElgar original reference Series

Cite this

Hanssens, D. M., & Dekimpe, M. G. (2012). Short-term and long-term effects of marketing strategy. In V. Shankar, & G. Carpenter (Eds.), Handbook of Marketing Strategy (pp. 457-469). (Elgar original reference Series). Edward Elgar Publishing.