search query: @author Dekimpe, M. / total: 5
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| Author: | Dekimpe, M. Hanssens, M. |
| Title: | Empirical generalizations about market evolution and stationarity |
| Journal: | Marketing Science
1995 : VOL. 14:3/2-2, p. G109-G121 |
| Index terms: | ECONOMETRIC MODELS MARKETING MIX MARKETING |
| Language: | eng |
| Abstract: | Companies' marketing practices and market performance often change over time. Since deregulation, airlines have increasingly used fare discounting as a way to attract new passengers, but they have also adopted a new focus on building customer loyalty by offering a variety of perks to frequent fliers. Over the last decade, there has been a growing emphasis on sales promotions in the consumer-goods industry (Simon and Sullivan 1993), in contrast to the seventies, which witnessed ever-increasing advertising budgets. |
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