The long-term effect of marketing strategy on brand sales

Journal of Marketing Research

Volumn 47, Issue 5, 2010, Pages 866-882

  Ataman, M Berk ^a   Van Heerde, Harald J ^b   Mela, Carl F ^c  

^a ERASMUS UNIVERSITY   (Netherlands)

^b UNIVERSITY OF WAIKATO   (New Zealand)

^c DUKE UNIVERSITY   (United States)

Author keywords

Brand performance; Dynamic linear models; Empirical generalizations; Long term effects; Marketing mix

Indexed keywords

EID: 77955593518     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.47.5.866     Document Type: Article

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