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

• Main Authors: OSINGA, Ernst C., LEEFLANG, Peter S. H., WIERINGA, Jaap E.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2010
• Subjects: persistence modeling; long-term marketing effectiveness; time-varying parameters; Kalman filtering; pharmaceutical marketing; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/4838
• Institution: Singapore Management University

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...