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Empirical generalizations about marketing impact: what we have learned from academic research

Author: Hanssens, Dominique M. Series: Relevant knowledge series Publisher: Marketing Science Institute, 2009.Language: EnglishDescription: 103 p. ; 23 cm.ISBN: 9780982387702Type of document: BookBibliography/Index: Includes bibliographical referencesContents Note: Includes chapter by Hubert Gatignon "Order-of-entry effects", p. 32-33
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.2 .E67 2009
(Browse shelf)
001290950
Available 001290950
Book Europe Campus
Main Collection
Print HF5415.2 .E67 2009
(Browse shelf)
001290998
Available 001290998
Book Europe Campus
Main Collection
Print HF5415.2 .E67 2009
(Browse shelf)
001257298
Available 001257298
Total holds: 0

Includes bibliographical references

Includes chapter by Hubert Gatignon "Order-of-entry effects", p. 32-33

Digitized

Empirical Generalizations about Marketing Impact What we have learned from academic research Contents Foreword Introduction Glossary 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Market Orientation and Marketing Capabilities Effects of Economic Cycles Customer Satisfaction Objective and Perceived Quality Market Share Order of Entry Sales Takeoff and Diffusion Product Innovation Price Effects Brands and Brand Loyalty Price Promotions Personal Selling Distribution Advertising Marketing Mix Competitive Reaction VII IV XI 3 7 11 17 19 27 35 47 55 63 69 77 79 83 91 97 99 101 103 Concluding Comments About the Author About MSI

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