Early Marketing Matters: A Time-Varying Parameter Approach to Persistence Modeling

Are persistent marketing effects most likely to appear right after the introduction of a product? The authors give an affirmative answer to this question by developing a model that explicitly reports how persistent and transient marketing effects evolve over time. The proposed model provides manager...

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Bibliographic Details
Main Authors: OSINGA, Ernst C., LEEFLANG, Peter S. H., WIERINGA, Jaap E.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2010
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Online Access:https://ink.library.smu.edu.sg/lkcsb_research/4838
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Institution: Singapore Management University
Language: English