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Measuring Long-Run Marketing Eff ects 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, J. Bart, 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 Eff ects and Their Implications for Long-Run Marketing Decisions. Marketing Letters. 19: 367-382.

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