Browsing by Author "Hanssens, D. M."
Now showing items 1-3 of 3
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Consumer attitude metrics for guiding marketing mix decisions
Hanssens, D. M.; Pauwels, Koen Hendrik; Srinivasan, S.; Vanhuele, M.; Yildirim, G. (Informs, 2014-08)Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand's health and are readily connected to marketing activity. ... -
Demonstrating the value of marketing
Hanssens, D. M.; Pauwels, Koen Hendrik (2016-11)Marketing departments are under increased pressure to demonstrate their economic value to the firm. This challenge is exacerbated by the fact that marketing uses attitudinal (e.g., brand awareness), behavioral (e.g., brand ... -
Time-series models of pricing the impact of marketing on firm value
Luo, X.; Pauwels, Koen Hendrik; Hanssens, D. M. (Edward Edgar Publishing, 2012-05)N/A
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