Measuring long-run marketing effects and their implications for long-run marketing decisions

Bart J. Bronnenberg, Jean Pierre Dubé, Carl F. Mela, Paulo Albuquerque, Tulin Erdem, Brett Gordon, Dominique Hanssens, Guenter Hitsch, Han Hong, Baohong Sun

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

Abstract

This paper discusses the role of agents' beliefs and their implications for the economic modeling of their behavior, in particular, their behavior over time. The paper also discusses the corresponding planning problems facing both firms and consumers in their current decision making. After a general discussion of the consumer and firm problem, we discuss recent examples of some of the emerging empirical literature on dynamic choice behavior in marketing.

Original languageEnglish (US)
Pages (from-to)367-382
Number of pages16
JournalMarketing Letters
Volume19
Issue number3-4
DOIs
StatePublished - Dec 1 2008

Keywords

  • Choice dynamics
  • Durable goods
  • Long-run marketing

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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