Persistence modeling in marketing: Descriptive, predictive, and normative uses
Dekimpe,Marnik G. Hanssens,Dominique M.
Dekimpe,Marnik G.
Hanssens,Dominique M.
Abstract
There is general agreement that a firm's scarce marketing resources should be managed for the purpose of long-term profitable growth. Putting that premise into practice is difficult, as only the short-term impact of marketing actions can be readily observed. Persistence modeling has become a well-accepted tool for long-run impact detection. Its consistent use across a broad range of settings has resulted in novel empirical generalizations on the long-run effectiveness of several marketing instruments and has contributed unique insights on, among others, (i) the marketing-finance interface, (ii) the role of new media, and (iii) the mediating role of a broad set of mindset metrics. Moreover, the recent addition of a more normative focus has added considerably to the actionability of these insights.
Description
Date
2024-05
Journal Title
Journal ISSN
Volume Title
Publisher
Research Projects
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Journal Issue
Keywords
Marketing mix, Time series models
Citation
Dekimpe, M G & Hanssens, D M 2024, 'Persistence modeling in marketing : Descriptive, predictive, and normative uses', Australasian Marketing Journal, vol. 32, no. 2, pp. 91-97. https://doi.org/10.1177/14413582231222311
License
info:eu-repo/semantics/openAccess