Hanssens' book named a "must read" for marketers

Quirk's Marketing Research Review has declared Professor Dominique Hanssens' Empirical Generalizations about Marketing Impact a must-read book for marketing researchers. The article in the February 2013 Quirk's lists the Hanssens-edited volume in the "Research in General" category.

Empirical Generalizations, which "surveys the academic research to determine 'what we know' about the impact of marketing activities on product and company performance," has also been called "a constant reminder that successful marketing is more often driven by proven facts rather than creative intuition" and the "most succinct, valuable, and readable inventory of what we know about the impact of marketing variables and the conditions under which they hold."