Empirical Generalizations about Marketing Impact (Relevant Knowledge Series)
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In Empirical Generalizations about Marketing Impact, edited by Dominique M. Hanssens, top marketing academics offer evidence-based generalizable...
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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.
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