Quantitative Consideration of the Long-Term Effect of Marketing Measures

Sascha Stürze, Markus Hoyer, Claudio Righetti and Matthias Rasztar ()
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Sascha Stürze: Analyx GmbH
Markus Hoyer: Analyx GmbH
Claudio Righetti: Analyx GmbH
Matthias Rasztar: Dr. August Oetker Nahrungsmittel KG

Chapter 3 in Agile Marketing Performance Management, 2022, pp 15-23 from Springer

Abstract: Abstract Only the quantification of the long-term effect (measured in sales) enables the calculation of the full return on investment (ROI) of marketing. Nevertheless, many of the currently available approaches are still blind on this eye: many traditional marketing mix models focus on short-term sales effects, while long-term brand equity effects are considered—quite independently—via “soft” target variables such as brand awareness or relevant set.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-658-38053-3_3

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DOI: 10.1007/978-3-658-38053-3_3

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