Research

Books and Monographs
D.M. Hanssens, Editor.  Empirical Generalizations about Marketing Impact. Marketing Science Institute, Relevant Knowledge Series, 2009.  
Available at www.msi.org.

J. Villanueva and D.M. Hanssens. Customer Equity: Measurement, Management and Research Opportunities. Foundations and Trends in Marketing, 1,1, 2007.

D.M. Hanssens, L.J. Parsons and R.L. Schultz. Market Response Models: Econometric and Time Series Analysis, 2nd Edition, Kluwer Academic Publishers, 2001. Translated in Chinese by Ming Ouyang, Shanghai People's Publishing House, 2003

D.M. Hanssens, L.J. Parsons and R.L. Schultz. Market Response Models: Econometric and Time Series Research, Kluwer Academic Publishers, 1990.

Papers Under Review or Revision
H. Kim and D.M. Hanssens, "Advertising, Searching, Blogging and New-Product Sales," August 2013.

D.M. Hanssens, K. Pauwels, S. Srinivasan and M. Vanhuele, "Potential, Stickiness and Lift: How Consumer Attitude Dynamics Drive Marketing's Sales Impact," July 2011.

S. Yoo, D.M. Hanssens & H. Kim, "Marketing and the Evolution of Customer Equity of Frequently Purchased Brands," April 2011.

M. Fischer, H. Shin and D.M. Hanssens, "Brand Performance Volatility Arising from Marketing Spending Behavior under Competition," March 2011.

H. S. Shin, M. Sakakibara & D.M. Hanssens, "Marketing and R&D Investment of Leader vs. Follower," July 2010.

Published Articles
D.M. Hanssens, "Response Models, Data Sources, and Dynamics: Commentary on Albuquerque & Bronnenberg," Marketing Science, forthcoming, 2011.

M.G. Dekimpe & D.M. Hanssens, "Time Series Models in Marketing: Some Recent Developments," Marketing - Journal of Research and Management," 6 (1), 2010.

A. Joshi & D.M. Hanssens, "Advertising Spending, Competition and Stock Return," Forthcoming, Journal of Marketing, January 2010. Winner, Robert D. Buzzell MSI Best Paper Award, 2006.

S. Srinivasan & D.M. Hanssens, "Marketing and Firm Value," Journal of Marketing Research, June 2009.

A. Joshi & D.M. Hanssens,"Movie Advertising and the Stock Market Valuation of Studios: A Case of 'Great Expectations?'" Marketing Science, March-April 2009.

S. Srinivasan, K. Pauwels, J. Silva-Risso and D.M. Hanssens, "Product Innovations, Advertising and Stock Returns," Journal of Marketing, January 2009.

J. Villanueva, S. Yoo, and D.M. Hanssens, "The Impact of Marketing-Induced vs. Word-of-Mouth Customer Acquisition on Customer Equity," Journal of Marketing Research, February 2008.

K. Pauwels & D.M. Hanssens, "Performance Regimes and Marketing Policy Shifts," Marketing Science, May-June 2007. Finalist, John D.C. Little Best Paper award and Frank M. Bass Best Dissertation-based Paper award.

S. Gupta, D. Hanssens, B. Hardie, W. Kahn, V. Kumar, N. Lin, N. Ravishanker and S. Sriram (2006). " Modeling Customer Lifetime Value," Journal of Service Research, 9,2 (November).

J.B. Steenkamp, V.R. Nijs, D.M. Hanssens and M.G. Dekimpe, "Competitive Reactions to Advertising and Promotion Attacks," Marketing Science, 24, 1, Winter 2005.

D.M. Hanssens, P. Leeflang and D.R. Wittink, "Market Response Models and Marketing Practice," Applied Stochastic Models in Business and Industry, August 2005.

M.G. Dekimpe, D.M. Hanssens, V. Nijs and J-B. Steenkamp, "Measuring Short- and Long-Run Promotional Effectiveness on Scanner Data using Persistence Modeling," Applied Stochastic Models in Business and Industry,  August 2005.

K. Pauwels, J. Silva-Risso, S. Srinivasan, DM Hanssens, "New Products, Sales Promotions and Firm Value, with Application to the Automobile Industry," Journal of Marketing, October 2004.

S. Srinivasan, K. Pauwels, D.M. Hanssens and M. Dekimpe, "Do Promotions Benefit Manufacturers, Retailers or Both?" Management Science, May 2004. Best Paper Award, 2001 European Marketing Academy Meetings.

K. Pauwels, D.M. Hanssens & S.Siddarth, "The Long-term Effects of Price Promotions on Category Incidence, Brand Choice and Purchase Quantity," Journal of Marketing Research, November 2002. Finalist, Paul E. Green Best Paper Award, 2003. Winner, William O'Dell Best Paper Award, 2007.

D.M.Hanssens. & M. Ouyang, "Hysteresis in Market Response: When is marketing spending an investment,?" Review of Marketing Science,419, (2002).

V. Nijs, M. Dekimpe, J.-B. Steenkamp & DM Hanssens, "The Category-Demand Effects of Price Promotions," Marketing Science, Winter 2001 Lead Article. Co-Winner of the John DC Little Best Paper Award, selected by the editorial board, 2001. Frank M. Bass Outstanding Dissertation Award, 2002.

M.G. Dekimpe and D.M. Hanssens, "Time-Series Models in Marketing: Past, Present and Future," International Journal of Research in Marketing, September 2000.

G. Giuffrida, W. Chu and D.M. Hanssens, "Mining Classification Rules from Datasets with Large Number of Many-Valued Attributes," in Lecture Notes in Computer Science, 1777, Springer Verlag, 2000.

M. Dekimpe and D.M. Hanssens, "Sustained Spending and Persistent Response: A New Look at Long-term Marketing Profitability," Journal of Marketing Research, November, 1999, p. 1-31. Lead article. Winner of the Paul Green Best Paper Award, selected by the editorial board, 2000. Finalist, 2004 William O'Dell Award.

M. Dekimpe, D.M. Hanssens & J. Silva-Risso, "Long-Run Effects of Price Promotions in Scanner Markets," Journal of Econometrics , 1999, p. 269-291.

M. Dekimpe, L. Van de Gucht, D. Hanssens & K. Powers, "Long-Run Abstinence After Narcotics Abuse: What Are the Odds?"; Management Science, November 1998.

D.M.Hanssens, "Order Forecasts, Retail Sales and the Marketing Mix for Consumer Durables," Journal of Forecasting, June-July 1998.

M.G. Dekimpe and DM Hanssens, "Empirical Generalizations about Market Evolution and Stationarity," Marketing Science, Summer 1995.

M.G. Dekimpe and D.M. Hanssens, "The Persistence of Marketing Effects on Sales," Marketing Science, Winter 1995. Lead article. Co-Winner of the John D.C. Little Best Paper Award, selected by the editorial board, 1995.

G.S. Carpenter and D.M. Hanssens, "Market Expansion, Cannibalization and Internationall Airline Pricing Strategy," International Journal of Forecasting, Vol 10, 1994.

A. Roy, D.M. Hanssens and J.S. Raju, "Competitive Pricing by a Price Leader," Management Science, July 1994. Lead article.

D. Hanssens, "Managementopleiding voor de 21ste Eeuw," Economisch & Sociaal Tijdschrift, June 1994 (in Dutch).

K. Powers, D.M. Hanssens, Y.I. Hser and MD Anglin, "Long-term Time-Series Forecasting of Social Interventions for Narcotics Use and Property Crime," Mathematical and Computer Modeling, Vol. 17, 2, 1993.

D.M. Hanssens and J.K. Johansson, "Rivalry as Synergy? The Japanese Automobile Companies' Export Expansion," Journal of International Business Studies, Fall 1991.

K. Powers, D.M. Hanssens, Y.I. Hser and M.D. Anglin, "Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime," Management Science, June 1991. Lead article.

G.S. Carpenter, L.G. Cooper, D.M. Hanssens and D.F. Midgley, "Modeling Asymmetric Competition," Marketing Science, Fall 1988.

D.M. Hanssens and P. Vanden Abeele, "A Time-Series Study of the Formation and Predictive Performance of EEC Production Survey Expectations," Journal of Business & Economic Statistics, October 1987.

S.I. Ornstein and D.M. Hanssens, "Resale Price Maintenance: Output Increasing or Restricting? The Case of Spirits in the United States," Journal of Industrial Economics, September 1987. Lead article. Reprinted in Journal of Reprints of Antitrust Law and Economics, W.Comanor (Guest Editor), 1990.

H. Gatignon and D.M. Hanssens, "Modeling Marketing Interactions with Application to Sales Force Effectiveness," Journal of Marketing Research, August 1987. Lead article. Finalist for the 1992 William O'Dell Award.

S.I. Ornstein and D.M. Hanssens, "Alcohol Control Laws and the Consumption of Distilled Spirits and Beer," Journal of Consumer Research, September 1985.

W.A.V. Clark, H.E. Freeman and D.M. Hanssens, "Opportunities for Revitalizing Stagnant Markets: An Analysis of Household Appliances," Journal of Product Innovation Management, December 1984.

D.M. Hanssens and L.M. Liu, "Lag Specification in Rational Distributed Lag Structural Models," Journal of Business & Economic Statistics, October 1983.

D.M. Hanssens and H.A. Levien, "An Econometric Study of Recruitment Marketing in the U.S. Navy," Management Science, October 1983.

L.M. Liu and D.M. Hanssens, "Identification of Multiple-Input Transfer Function Models," Communications in Statistics (Theory & Methods), 1982(3).

L.M. Liu and D.M. Hanssens, "A Bayesian Approach to Time-Varying Cross-Sectional Regression Models," Journal of Econometrics, April 1981.

D.M. Hanssens, "Market Response, Competitive Behavior and Time-Series Analysis," Journal of Marketing Research, November 1980. Finalist for the 1985 William O'Dell Award..

D.M. Hanssens, "Bivariate Time-Series Analysis of the Relationship Between Advertising and Sales," Applied Economics, September 1980.

D.M. Hanssens and B.A. Weitz, "The Effectiveness of Industrial Print Advertisements Across Product Categories," Journal of Marketing Research, August 1980

E.A. Pessemier, A.C. Bemmaor and D.M. Hanssens, "Willingness to Supply Human Body Parts: Some Empirical Results," Journal of Consumer Research, December 1977.

Articles for Executives
D.M. Hanssens, D. Thorpe and C. Finkbeiner. (2008). "Marketing When Customer Equity Matters," Harvard Business Review, May, 117-123. [ Link ]

D.M. Hanssens and E. Taylor. (March-April 2007). "The Village Voice: communities of customers and prospects are creating new challenges and opportunities," Marketing Management. [ Link ]

D.M. Hanssens and B. Lewis. (September/October 2005). "Divvying up the Marketing Pie," BAI Banking Strategies [ Link ]

D.M. Hanssens. (2003). "Allocating Marketing Communication Expenditures: A Long-Run View," in Measuring and Allocating Marcom Budgets: Seven Expert Points of View, Batra, R. and Reibstein, D. (Eds.), Marketing Science Institute [ Link ]

S. Srinivasan, K. Pauwels, D. Hanssens and M. Dekimpe. (September 2002). "Who Benefits from Price Promotions?" Harvard Business Review [ Link ]

D.M. Hanssens. (Summer 2002). "Information Driven Marketing Strategy," International Journal of Medical Marketing [ Link ]

D.M. Hanssens. (Summer 1997). "Comment on Hysteresis in Marketing," Sloan Management Review [ Link ]

D.M. Hanssens. (May 1996). "Customer Information: Building a Strategic Asset," Chief Executive [ Link ]

R. Birt and D.M. Hanssens. (1996). "Customer-Focused Database Marketing," Case-in-Point Report [ Link ]

D.M. Hanssens and P. Loewe. (August 1994). "Taking the Mystery out of Marketing," Management Review [ Link ]

Chapters in Books
Hanssens, D.M.  and M. G. Dekimpe, "Models for the Financial-Performance Effects of Marketing," in Handbook of Marketing Decision Models,  B. Wierenga (Ed.), Springer Science, 2008.

Dekimpe, M.G. and Hanssens, D.M., "Advertising Response Modeling," in Handbook of Advertising, G. Tellis and T. Ambler (Eds.), Sage Publications, 2007.  

Dekimpe, M.G. and Hanssens, D.M., "Persistence Modeling for Assessing Marketing Strategy Performance," in Assessing Marketing Strategy Performance, Lehmann, D. and Moorman, C. (Eds.), Marketing Science Institute, 2004.

D.M. Hanssens and L.J. Parsons, "Econometric and Time Series Market Response Models," in OR/MS in Marketing Handbook, Eds. J. Eliasberg & G. Lilien, Elsevier, 1993.

Dekimpe, M.G., P. H. Franses, D.M. Hanssens & P.A. Naik, "Time Series Models in Marketing," in  Handbook of Marketing Decision Models, B. Wierenga (Ed.), Springer Science, 2008.