Browsing by Subject "dynamic linear models"

Now showing items 1-3 of 3

  • 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 ...
  • Estimating cannibalization rates for pioneering innovations

    van Heerde, Harald J.; Srinivasan, Shuba; Dekimpe, Marnik G. (INFORMS, 2010)
    To evaluate the success of a new product, managers need to determine how much of its new demand is due to cannibalizing the firm’s other products, rather than drawing from competition or generating primary demand. We ...
  • The long-term effect of marketing strategy on brand sales.

    Ataman, M. Berk; van Heerde, Harald J.; Mela, Carl F. (American Marketing Association, 2010)
    Few studies have considered the relative role of the integrated marketing mix (advertising, price promotion, product, and place) on the long-term performance of mature brands, instead emphasizing advertising and price ...