Browsing by Author "Verhoel, Peter C."
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Creating lift versus building the base: Current trends in marketing dynamics
Leeflang, Peter S.H.; Bijmolt, Tammo H.A.; van Doorn, Jenny; Hansseens, Dominique M.; van Heerde, Harald J.; Verhoel, Peter C.; Wieringa, Jaap E. (Elsevier, 2009)Markets are dynamic by nature, and marketing efforts can be directed to stimulate, reduce, or to utilize these dynamics. The field of marketing dynamics aims at modeling the effects of marketing actions and policies on ...
Co-authors for Peter C. Verhoel
Peter C. Verhoel has 6 co-authors in Research Commons.