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Research Details
Measuring Long-Run Marketing Effects and Their Implications for Long-Run Marketing Decisions, Marketing Letters
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.
Type
Article
Author(s)
Bart J. Bronnenberg, J. P. Dube, Carl F. Mela, Paulo Albuquerque, Tulin Erdem, Brett Gordon, Dominique M. Hanssens, Guenter Hitsch, Han Hong, Baohong Sun
Date Published
2008
Citations
Bronnenberg, Bart J., J. P. Dube, Carl F. Mela, Paulo Albuquerque, Tulin Erdem, Brett Gordon, Dominique M. Hanssens, Guenter Hitsch, Han Hong, and Baohong Sun. 2008. Measuring Long-Run Marketing Effects and Their Implications for Long-Run Marketing Decisions. Marketing Letters.: 367-382.