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Author:Leeflang, P.S.H. (et al.)
Title:Creating lift versus building the base: Current trends in marketing dynamics
Journal:International Journal of Research in Marketing
2009 : MAR, VOL. 26:1, p. 13-20
Index terms:marketing
time series
dynamic models
linear models
Language:eng
Abstract:Efforts of marketing (henceforth as: m-g.) can be directed to stimulate, reduce, or to utilize the dynamic nature of m-g. The field of m-g. dynamics aims at modeling the effects of m-g. policies and actions on short-term performance ("lift") and on long-term performance ("base"). It is questioned: "How do marketing efforts affect outcome metrics such as revenues, profits, or shareholder value over time?" This article presents an outlook on developments in modeling marketing dynamics, specifying research directions.
SCIMA record nr: 272115
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