| Market response models: Econometric and time series analysis DM Hanssens, LJ Parsons, RL Schultz Springer Science & Business Media, 2003 | 1230 | 2003 |
| Modeling customer lifetime value S Gupta, D Hanssens, B Hardie, W Kahn, V Kumar, N Lin, N Ravishanker, ... Journal of service research 9 (2), 139-155, 2006 | 1160 | 2006 |
| The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity growth J Villanueva, S Yoo, DM Hanssens Journal of marketing Research 45 (1), 48-59, 2008 | 1062 | 2008 |
| Marketing and firm value: Metrics, methods, findings, and future directions S Srinivasan, DM Hanssens Long-term Impact of Marketing: A Compendium, 461-519, 2018 | 1032* | 2018 |
| New products, sales promotions, and firm value: The case of the automobile industry K Pauwels, J Silva-Risso, S Srinivasan, DM Hanssens Journal of marketing 68 (4), 142-156, 2004 | 873 | 2004 |
| The category-demand effects of price promotions VR Nijs, MG Dekimpe, JBEM Steenkamps, DM Hanssens Marketing science 20 (1), 1-22, 2001 | 812 | 2001 |
| The long-term effects of price promotions on category incidence, brand choice, and purchase quantity K Pauwels, DM Hanssens, S Siddarth Journal of marketing research 39 (4), 421-439, 2002 | 722 | 2002 |
| The persistence of marketing effects on sales MG Dekimpe, DM Hanssens Marketing science 14 (1), 1-21, 1995 | 711 | 1995 |
| The direct and indirect effects of advertising spending on firm value A Joshi, DM Hanssens Journal of marketing 74 (1), 20-33, 2010 | 685 | 2010 |
| Product innovations, advertising, and stock returns S Srinivasan, K Pauwels, J Silva-Risso, DM Hanssens Journal of Marketing 73 (1), 24-43, 2009 | 615 | 2009 |
| Sustained spending and persistent response: A new look at long-term marketing profitability MG Dekimpe, DM Hanssens Journal of Marketing Research 36 (4), 397-412, 1999 | 594 | 1999 |
| Do promotions benefit manufacturers, retailers, or both? S Srinivasan, K Pauwels, DM Hanssens, MG Dekimpe Management Science 50 (5), 617-629, 2004 | 420 | 2004 |
| Competitive reactions to advertising and promotion attacks JBEM Steenkamp, VR Nijs, DM Hanssens, MG Dekimpe Marketing science 24 (1), 35-54, 2005 | 404 | 2005 |
| Demonstrating the value of marketing DM Hanssens, KH Pauwels Journal of marketing 80 (6), 173-190, 2016 | 396 | 2016 |
| Modeling asymmetric competition GS Carpenter, LG Cooper, DM Hanssens, DF Midgley Marketing Science 7 (4), 393-412, 1988 | 290 | 1988 |
| Empirical generalizations about market evolution and stationarity MG Dekimpe, DM Hanssens Marketing science 14 (3_supplement), G109-G121, 1995 | 272 | 1995 |
| Customer equity: Measurement, management and research opportunities J Villanueva, DM Hanssens Foundations and Trends® in Marketing 1 (1), 1-95, 2007 | 266 | 2007 |
| Movie advertising and the stock market valuation of studios: a case of “great expectations?” AM Joshi, DM Hanssens Marketing Science 28 (2), 239-250, 2009 | 256 | 2009 |
| Long-run effects of price promotions in scanner markets MG Dekimpe, DM Hanssens, JM Silva-Risso Journal of econometrics 89 (1-2), 269-291, 1998 | 252 | 1998 |
| Market response, competitive behavior, and time series analysis DM Hanssens Journal of Marketing Research 17 (4), 470-485, 1980 | 247 | 1980 |