WHAT DO WE KNOW ABOUT THE IMPACT OF MARKETING ACTIVITIES?
In Empirical Generalizations about Marketing Impact, edited by Dominique M. Hanssens, top marketing academics offer evidence-based generalizable findings on critical marketing topics. The 2015 edition updates MSI’s best-selling 2009 book and provides evidence-based findings on new topics such as sales diffusion and social influence, word of mouth and sales elasticity, and the impact of service innovation.
The Marketing Science Institute is a nonprofit, membership-based organization dedicated to bridging the gap between academic marketing theory and business practice. MORE>>
“For science-driven marketers and researchers seeking to build their business and brand, this should be the first step on their journey.”
—Joseph Baumann, Corporate Behavioral Science, Procter and Gamble
“An indispensable resource to the serious marketing practitioner who seeks a higher understanding of today’s dynamic marketing environment.”
—Brennan Dell, Marketing Talent & Capabilities, Dell