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Models for the financial-performance effects of Marketing

Hanssens,D.M.
; 
Dekimpe,Marnik
Abstract
We consider marketing-mix models that explicitly include financial performance criteria. These financial metrics are not only comparable across the marketing mix, they also relate well to investors’ evaluation of the firm. To that extent, we treat marketing as an investment in customer value creation and communication that ultimately leads to shareholder value.
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Date
2017-07
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Springer International Publishing AG
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Tilburg University Research Output Collection
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Hanssens, D M & Dekimpe, M 2017, Models for the financial-performance effects of Marketing. in B Wierenga & R van der Lans (eds), Handbook of Marketing Decision Models. 2 edn, International Series in Operations Management & Management Science, vol. 254, Springer International Publishing AG, Cham, pp. 117-142. https://doi.org/10.1007/978-3-319-56941-3_4
URI
https://hdl.handle.net/20.500.14602/21482
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