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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Main Authors: | , , |
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Format: | text |
Language: | English |
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Institutional Knowledge at Singapore Management University
2010
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Subjects: | |
Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/4838 |
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Institution: | Singapore Management University |
Language: | English |