Show simple item record  

dc.contributor.authorLeeflang, Peter S.H.
dc.contributor.authorBijmolt, Tammo H.A.
dc.contributor.authorvan Doorn, Jenny
dc.contributor.authorHansseens, Dominique M.
dc.contributor.authorvan Heerde, Harald J.
dc.contributor.authorVerhoel, Peter C.
dc.contributor.authorWieringa, Jaap E.
dc.date.accessioned2009-07-23T23:50:16Z
dc.date.available2009-07-23T23:50:16Z
dc.date.issued2009
dc.identifier.citationLeeflang, P., Bijmolt, T., van Doorn, J., Hanssens, D., van Heerde, H., Verhoef, P. & Wieringa, J. (2009). Creating lift versus building the base: Current trends in marketing dynamics. International Journal of Research in Marketing, 26(1), 13- 20.en
dc.identifier.urihttps://hdl.handle.net/10289/2707
dc.description.abstractMarkets 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 short-term performance (“lift”) and on long-term performance (“base”). One of the core questions within this field is: “How do marketing efforts affect outcome metrics such as revenues, profits, or shareholder value over time?” Developments in statistical modeling and new data sources allow marketing scientists to provide increasingly comprehensive answers to this question. We present an outlook on developments in modeling marketing dynamics and specify research directions.en
dc.language.isoen
dc.publisherElsevieren_NZ
dc.subjectmarketing dynamicsen
dc.subjecttime series modelsen
dc.subjectdynamic linear modelsen
dc.titleCreating lift versus building the base: Current trends in marketing dynamicsen
dc.typeJournal Articleen
dc.identifier.doi10.1016/j.ijresmar.2008.06.006en
dc.relation.isPartOfInternational Journal of Research in Marketingen_NZ
pubs.begin-page13en_NZ
pubs.elements-id33707
pubs.end-page20en_NZ
pubs.issue1en_NZ
pubs.volume26en_NZ


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record