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

Journal Article (Journal Article)

This paper discusses the role of agents' beliefs and their implications for the economic modeling of their behavior, in particular, their behavior over time. The paper also discusses the corresponding planning problems facing both firms and consumers in their current decision making. After a general discussion of the consumer and firm problem, we discuss recent examples of some of the emerging empirical literature on dynamic choice behavior in marketing. © 2008 Springer Science+Business Media, LLC.

Full Text

Duke Authors

Cited Authors

  • Bronnenberg, BJ; Dubé, JP; Mela, CF; Albuquerque, P; Erdem, T; Gordon, B; Hanssens, D; Hitsch, G; Hong, H; Sun, B

Published Date

  • December 1, 2008

Published In

Volume / Issue

  • 19 / 3-4

Start / End Page

  • 367 - 382

International Standard Serial Number (ISSN)

  • 0923-0645

Digital Object Identifier (DOI)

  • 10.1007/s11002-008-9055-0

Citation Source

  • Scopus