To be true investments, marketing expenditures must enhance the long-term financial health of the brand and the firm. Long-term impact, however, is a fuzzy term which is sometimes used as an excuse for the lack of visible short-term effects. Hanssens will clarify long-term impacts of marketing spending, making the distinction between single marketing actions and ongoing marketing strategies and emphasizing the critical role of performance metrics through the use of research projects and case study examples. Hanssens argues that “the long run” has no fixed end-point and may well be measurable in the short-term.