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Empirical Generalizations about Marketing Impact

Dominique M. Hanssens, UCLA

Dominique M. Hanssens will present and discuss the highlights of MSI’s newly updated Empirical Generalizations about Marketing Impact, which includes 123 generalizations about marketing impact on business performance. These insights are drawn from several decades of academic research, published in the leading marketing journals. In particular, he will discuss quantifications of the impact of the major drivers in the firm’s marketing mix, both short term and long term. These quantifications have a strong impact on companies’ marketing spending decisions and their consequences for top-line and bottom-line results.

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Empirical Generalizations about Marketing Impact

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