Deriving dynamic marketing effectiveness from econometric time series models
AbstractTo 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 are unit roots, cointegration, structural breaks and impulse responsefunctions. In this paper we summarize the most important concepts by reviewing all possibleempirical cases that can be encountered in practice using a prototypical model. We provideguidelines for practitioners, and illustrate these for a detailed workedout example.
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Bibliographic InfoPaper provided by Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. in its series Research Paper with number ERS-2003-079-MKT.
Date of creation: 01 Jan 2003
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marketing mix; dynamic effects; econometric time series models;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2003-12-07 (All new papers)
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