Marketing’s return on investment malpractice

Hanssens, Dominique M.; Mela, Carl F.

Editorial

Marketing’s return on investment malpractice

Dominique M. Hanssens and Carl F. Mela

Applied Marketing Analytics: The Peer-Reviewed Journal, 12 (2), 108-113 (2026)

https://doi.org/10.69554/VKZC9249

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Author's Biography

Dominique M. Hanssens is Distinguished Research Professor of Marketing at UCLA. His research focuses on assessing marketing productivity and allocating scarce marketing resources.

Carl F. Mela is the T. Austin Finch Foundation Professor Emeritus at Duke University. His current research focuses on digital marketing technology.

Citation

Hanssens, Dominique M. and Mela, Carl F. (2026, September 1). Marketing’s return on investment malpractice. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 12, Issue 2. https://doi.org/10.69554/VKZC9249.