Catálogo bibliográfico
Bibliographic catalog
Assessing marketing strategy performance / ed. Christine Moorman, Donald R. Lehmann
Secondary Author Moorman, ChristineLehmann, Donald R. Publication Cambridge : Marketing Science Institute, cop. 2004 Description 292 p. ; 24 cm ISBN 0-9657114-4-7 Topical name Marketing estratégico CDU 658.8:005.21
| Item type | Current location | Call number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| Book | Biblioteca Universidade Europeia (Lispólis) | 658.8:005.21 MOO | Available | Doação Pinto e Castro | UE23522 |
Total holds: 0
Contents
Introduction
Assessing marketing strategy performance: how do we get there?
1. Event studies in marketing strategy research
2. Stock return response modeling
3. Deterministic and stochastic approaches for assessing marketing efficiency
4. Persistence modeling for assessing marketing strategy performance
5. Structural models of competition: a marketing strategy perspective
6. Survival models for marketing strategy
7. Assessing the impact of marketing strategy using meta-analysis
8. Historical research in marketing strategy: method, myths, and promise
9. Text analysis as a tool for assessing marketing strategy performance
10. Agent-based modeling: gaining insight into firm and industry performance
11. Complex, yet simple: cellular automata as an enabling technology in marketing strategy research
12. A network perspective on marketing strategy performance
13. Challenges and advances in marketing strategy field research
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