Persistence Modeling for Assessing Marketing Strategy Performance

Topics:
Marketing Strategy
Tags:
Business Operations,
Erasmus University Rotterdam,
Marketing,
Marketing Research,
Marketing Strategy,
Modeling,
Research & Development
Source:
Erasmus University Rotterdam

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Overview: The question of long-run market response lies at the heart of any marketing strategy that tries to create a sustainable competitive advantage for the firm or brand. This paper summarizes recent marketing-strategic insights that have been accumulated through various persistence modeling applications, provides an introduction to some of the most frequently used persistence modeling techniques, and identifies some other strategic research questions where persistence modeling may prove to be particularly valuable.

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Format: PDF | Size: 726KB | Date: Oct 2003 | Pages: 31

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