Browsing by Author "van Doorn, Jenny"

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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 ...