Empirical Generalizations about Marketing Impact, 2nd ed. (Relevant Knowledge Series)

Empirical Generalizations about Marketing Impact answers the question: What do we know about the impact of marketing activities? Edited by Dominique M. Hanssens of UCLA, 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. Contributors are leading academics with deep expertise in their marketing areas.

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