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

✍ Scribed by Bart J. Bronnenberg; Jean Pierre Dubé; Carl F. Mela; Paulo Albuquerque; Tulin Erdem; Brett Gordon; Dominique Hanssens; Guenter Hitsch; Han Hong; Baohong Sun

Publisher
Springer US
Year
2008
Tongue
English
Weight
223 KB
Volume
19
Category
Article
ISSN
0923-0645

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## Abstract In this paper we propose a dynamic multinomial probit model in order to estimate the long‐run and short‐ run effects of marketing mix variables on brand choice. The latent variables, which contain the unobserved perceived utilities, follow a first‐order vector error correction autoregre