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

被引：10

作者：

Bronnenberg, Bart J. ^{[2
,3
]}

Dube, Jean Pierre ^{[4
]}

Mela, Carl F. ^{[1
]}

Albuquerque, Paulo ^{[5
]}

Erdem, Tulin ^{[6
]}

Gordon, Brett ^{[7
]}

Hanssens, Dominique ^{[8
]}

Hitsch, Guenter ^{[4
]}

Hong, Han ^{[9
]}

Sun, Baohong ^{[10
]}

机构：

[1] Duke Univ, Fuqua Sch Business, Durham, NC 27708 USA

[2] Tilburg Univ, Dept Econ & Business, NL-5037 AB Tilburg, Netherlands

[3] Tilburg Univ, CentER, NL-5037 AB Tilburg, Netherlands

[4] Univ Chicago, Grad Sch Business, Chicago, IL 60637 USA

[5] Univ Rochester, William E Simon Grad Sch Business, Rochester, NY 14627 USA

[6] NYU, Leonard N Stern Sch Business, New York, NY 10012 USA

[7] Columbia Univ, Columbia Business Sch, New York, NY 10027 USA

[8] Univ Calif Los Angeles, Anderson Sch Management, Los Angeles, CA 90095 USA

[9] Stanford Univ, Dept Econ, Stanford, CA 94305 USA

[10] Carnegie Mellon Univ, Dept Mkt, Tepper Sch Business, Pittsburgh, PA 15213 USA

来源：

MARKETING LETTERS | 2008年 / 19卷 / 3-4期

关键词：

Long-run marketing; Durable goods; Choice dynamics;

D O I：

10.1007/s11002-008-9055-0

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：367 / 382

页数：16

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