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| Tekijä: | Leeflang, P.S.H. (et al.) |
| Otsikko: | Creating lift versus building the base: Current trends in marketing dynamics |
| Lehti: | International Journal of Research in Marketing
2009 : MAR, VOL. 26:1, p. 13-20 |
| Asiasana: | marketing time series dynamic models linear models |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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