Dekimpe, Dekimpe, M.G.; Hanssens, Hanssens, D.M. - Erasmus Research Institute of Management (ERIM), … - 2003
The question of long-run market response lies at the heart of any marketing strategy that tries to create a sustainable competitive advantage for the firm or brand. A key challenge, however, is that only short-run results of marketing actions are readily observable. Persistence modeling...