From 1976 to the beginning of the millennium—covering the quarter-century life span of this
book and its predecessor—something remarkable has happened to market response …

Under increased scrutiny from top management and shareholders, marketing managers feel
the need to measure and communicate the impact of their actions on shareholder returns. In …

Companies can acquire customers through costly but fast-acting marketing investments or
through slower but cheaper word-of-mouth processes. Their long-term success depends …

The marketing profession is being challenged to assess and communicate the value created
by its actions on shareholder value. These demands create a need to translate marketing …

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 (eg, brand …

Year after year, managers strive to improve financial performance and firm value through
marketing actions such as new product introductions and promotional incentives. This study …

Although price promotions have increased in both commercial use and quantity of academic
research over the last decade, most of the attention has been focused on their effects on …

To what extent do price promotions have a long-term effect on the components of brand
sales, namely, category incidence, brand choice, and purchase quantity? The authors answer …

Are marketing efforts able to affect long-term trends in sales or other performance measures?
Answering this question is essential for the creation of marketing strategies that deliver a …

Marketing decision makers are increasingly aware of the importance of shareholder value
maximization, which calls for an evaluation of the long-term effects of their actions on product-…