Advertising often aims at creating and reinforcing brand differentiation, which should translate into reduced price … competition. Currently unknown are the boundary conditions for long-term advertising benefits, the route through which advertising … effects materialize, and the role of competitive advertising in the category. The authors develop a Hierarchical Dynamic …

in der Theorie und Praxis angewendet, um Aussagen über künftige Umsatzverläufe zu erhalten. Die mathematische …The product life circle is an important instrument of product policy. Various diffusion models are applied in theory …