Creating lift versus building the base: Current trends in marketing dynamics

Peter S.H. Leeflang, Tammo H.A. Bijmolt, Jenny van Doorn, Dominique M. Hanssens, Harald J. van Heerde, Peter C. Verhoef and Jaap E. Wieringa

International Journal of Research in Marketing, 2009, vol. 26, issue 1, 13-20

Abstract: Markets are dynamic by nature, and marketing efforts can be directed to stimulate, reduce, or to utilize these dynamics. The field of marketing dynamics aims at modeling the effects of marketing actions and policies on short-term performance (“lift”) and on long-term performance (“base”). One of the core questions within this field is: “How do marketing efforts affect outcome metrics such as revenues, profits, or shareholder value over time?” Developments in statistical modeling and new data sources allow marketing scientists to provide increasingly comprehensive answers to this question. We present an outlook on developments in modeling marketing dynamics and specify research directions.

Keywords: Marketing dynamics; Time series models; Dynamic linear models (search for similar items in EconPapers)
Date: 2009
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (22)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811608000797
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:26:y:2009:i:1:p:13-20

DOI: 10.1016/j.ijresmar.2008.06.006

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().