LONG-TERM IMPACT OF MARKETING: A COMPENDIUM

“This compendium affords a long-term perspective on long-term marketing effects. Collectively, the papers in this volume span four decades of research and convincingly demonstrate that marketing is an investment, not an expense. Dominique Hanssens’s pioneering contributions are a must-read for those interested in marketing dynamics.” — Carl Mela, T. Austin Finch Foundation Professor, Duke University Fuqua School of Business

“Marketing strategy and accompanying actions result in long-term, forward-looking, multi-period benefits. The brand and market power of incumbents is felt across industries ranging from consumer goods to industrial products to technology-based markets. Unfortunately, we tend to measure the impact of marketing investments in retrospective, short-term frameworks that grossly underestimate their contributions to the firm in terms of profitability and growth. Dominique Hanssens is one of the few who gets it right. He and his coauthors document long-term effects of market-based assets (brand, customers, distribution partners), capabilities and actions (advertising, promotions) on category growth, brand share and protection from price competition. For great insights, look no further!” — Rajendra Srivastava, Dean and Novartis Professor of Marketing Strategy and Innovation, Indian School of Business

Dr. Hanssens studied applied economics at the University of Antwerp in his native Belgium. He then obtained an MS and PhD in marketing from Purdue University. His research focuses on strategic marketing problems, in particular marketing productivity, to which he applies his expertise in data-analytic methods such as econometrics and time-series analysis. Professor Hanssens serves or has served as an area editor for Marketing Science and an associate editor for Management Science and the Journal of Marketing Research. His papers have appeared in the leading academic and professional journals in marketing, economics and statistics. Five of these articles have won Best Paper awards, in Marketing Science (1995, 2001, 2002), Journal of Marketing Research (1999, 2007) and Journal of Marketing (2010), and ten were award finalists. The second edition of his book with Leonard Parsons and Randall Schultz, entitled Market Response Models was published by Kluwer in 2001 and translated in Chinese by Shanghai People’s Publishing House in 2003. Professor Hanssens won distinguished teaching awards in the UCLA MBA and Executive MBA programs. In 2003 he was awarded the UCLA Anderson School’s Neidorf ‘decade’ teaching award, in 2007 he was the recipient of the Churchill Lifetime Achievement Award of the American Marketing Association, in 2010 he was elected a Fellow of the INFORMS Society for Marketing Science, and in 2013 he received the AMA Mahajan Award for Career Contributions to Marketing Strategy Research. In 2015 the INFORMS Society for Marketing Science gave him the Buck Weaver Award for lifetime contributions to the theory and practice of marketing.

Professor Hanssens’ consulting experience covers strategic marketing problems such as assessing the economic effects of marketing, allocating marketing resources and growing customer and brand equity. His approach emphasizes market-response modeling on sophisticated customer and marketing databases. He has conducted assignments for Agilent Technologies, British Telecom, Disney, Google, Hewlett Packard, Hughes, Johnson & Johnson, Mattel Toys, Mercedes, Microsoft, Schwab and Wells Fargo, among others. He is a founding partner of MarketShare, a global marketing analytics firm headquartered in Los Angeles.