The goal of this paper is to outline the effect of new technologies in marketing on competitive advantage of the company. Sophisticated technology is drastically changing the society including consumer behaviour and their purchasing patterns. Many companies are already actively combining IoT...

Marketing data appear in a variety of forms. An often-seen form is time-series data, like sales per month, prices over the last few years, market shares per week. Time-series data can be summarized in time-series models. In this chapter we review a few of these, focusing in particular on domains...

To understand the relevance of marketing efforts, it has become standard practice to estimatethe long-run and short-run effects of the marketing-mix, using, say, weekly scanner data. Acommon vehicle for this purpose is an econometric time series model. Issues that areaddressed in the literature...

In this paper we conceptualize the impact of information technology on marketing decision-making. We argue that developments in information technology affect the performance of marketing decision-makers through different routes. Advances in information technology enhance the possibilities to...

Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to be salient in ad processing and evaluation. In this...

This paper deals with sales promotions in the form of consumer price discounts in fast-moving consumer goods. First, we show analytically that suboptimality is to be expected with respect to the size of the consumer price discount. This is due to the separate decision making of the retailer and...

We study how and why model-based Decision Support Systems (DSSs) influence managerial decision making, in the context of marketing budgeting and resource allocation. We consider several questions: (1) What does it mean for a DSS to be "good?"; (2) What is the relationship between an anchor or...

The use of price promotions to stimulate brand and firm performance is increasing. We discuss how (i) the availability of longer scanner data time series, and (ii) persistence modeling, have lead to greater insights into the dynamic effects of price promotions, as one can now quantify their...

Brand Equity is a puzzling phenomenon. Some brands that pioneer their categories end up becoming generic, with fatal consequences. This results in “genericide” which is the combination of two words – generic and suicide. Genericide happens when a court finds that a brand name has lost its...