The long-term effect of marketing strategy on brand sales
Abstract
Few studies have considered the relative role of the integrated marketing mix (advertising, price promotion, product, and place) on the long-term performance of mature brands, instead emphasizing advertising and price promotion. Thus, little guidance is available to firms regarding the relative efficacy of their various marketing expenditures over the long run. To investigate this issue, the authors apply a multivariate dynamic linear transfer...
Paper Details
Title
The long-term effect of marketing strategy on brand sales
Published Date
Oct 1, 2010
Volume
47
Issue
5
Pages
866 - 882
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