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Measuring long-run marketing effects and their implications for long-run marketing decisions

Author

Listed:
  • Bart Bronnenberg
  • Jean Dubé
  • Carl Mela
  • Paulo Albuquerque
  • Tulin Erdem
  • Brett Gordon
  • Dominique Hanssens
  • Guenter Hitsch
  • Han Hong
  • Baohong Sun

Abstract

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Suggested Citation

  • Bart Bronnenberg & Jean Dubé & Carl Mela & Paulo Albuquerque & Tulin Erdem & Brett Gordon & Dominique Hanssens & Guenter Hitsch & Han Hong & Baohong Sun, 2008. "Measuring long-run marketing effects and their implications for long-run marketing decisions," Marketing Letters, Springer, vol. 19(3), pages 367-382, December.
    • Handle: RePEc:kap:mktlet:v:19:y:2008:i:3:p:367-382
    DOI: 10.1007/s11002-008-9055-0
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    Cited by:

    1. Szymanowski, M.G., 2009. "Consumption-based learning about brand quality : Essays on how private labels share and borrow reputation," Other publications TiSEM b12825d8-5e21-4437-adda-b, Tilburg University, School of Economics and Management.
    2. Jean-Pierre H. Dube & Günter J. Hitsch & Pranav Jindal, 2012. "The Joint Identification of Utility and Discount Functions From Stated Choice Data: An Application to Durable Goods Adoption," NBER Working Papers 18393, National Bureau of Economic Research, Inc.
    3. Ronald Goettler & Brett Gordon, 2014. "Competition and product innovation in dynamic oligopoly," Quantitative Marketing and Economics (QME), Springer, vol. 12(1), pages 1-42, March.
    4. Jean-Pierre H. Dubé & Günter J. Hitsch & Pradeep K. Chintagunta, 2010. "Tipping and Concentration in Markets with Indirect Network Effects," Marketing Science, INFORMS, vol. 29(2), pages 216-249, 03-04.
    5. Brett R. Gordon & Baohong Sun, 2015. "A Dynamic Model of Rational Addiction: Evaluating Cigarette Taxes," Marketing Science, INFORMS, vol. 34(3), pages 452-470, May.
    6. Bryan Bollinger & Steven E. Sexton, 2023. "Local excise taxes, sticky prices, and spillovers: evidence from Berkeley’s soda tax," Quantitative Marketing and Economics (QME), Springer, vol. 21(2), pages 281-331, June.
    7. Joseph K Goodman & Selin A Malkoc & Mosi Rosenboim, 2019. "The Material-Experiential Asymmetry in Discounting: When Experiential Purchases Lead to More Impatience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 671-688.
    8. Jean-Pierre Dubé & Günter Hitsch & Pranav Jindal, 2014. "The Joint identification of utility and discount functions from stated choice data: An application to durable goods adoption," Quantitative Marketing and Economics (QME), Springer, vol. 12(4), pages 331-377, December.

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