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

doi:10.1007/s11002-008-9055-0

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

Marketing

Research output: Contribution to journal › Article › peer-review

10 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 language	English (US)
Pages (from-to)	367-382
Number of pages	16
Journal	Marketing Letters
Volume	19
Issue number	3-4
DOIs	https://doi.org/10.1007/s11002-008-9055-0
State	Published - 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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10.1007/s11002-008-9055-0

Cite this

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AU - Bronnenberg, Bart J.

AU - Dubé, Jean Pierre

AU - Mela, Carl F.

AU - Albuquerque, Paulo

AU - Erdem, Tulin

AU - Gordon, Brett

AU - Hanssens, Dominique

AU - Hitsch, Guenter

AU - Hong, Han

AU - Sun, Baohong

PY - 2008/12/1

Y1 - 2008/12/1

N2 - 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.

AB - 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.

KW - Choice dynamics

KW - Durable goods

KW - Long-run marketing

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EP - 382

JO - Marketing Letters

JF - Marketing Letters

IS - 3-4

ER -

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

Abstract

Keywords

ASJC Scopus subject areas

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