Ditapis dengan
Customer equity drivers and future sales
Research on linking operational marketing inputs to customer attitudes and customer behavior has been gaining significance concomitant with the growing recognition that customers are market-based assets. In response to this, researchers and practitioners have proposed several conceptual models. Despite recent advances in research, the results are still inconclusive as to the relationship betwee…
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- ISBN/ISSN
- 222429
- Deskripsi Fisik
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Should you invest in the long tail?
The blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will carry the rest of their lists. But online retailing and the digitization of information goods have changed the commercial landscape…
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- ISBN/ISSN
- 178012
- Deskripsi Fisik
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Is 75% of the Sales promotion bump due to brand switching? no, only 33% is
Several researchers have decomposed sales promotion elasticities based on household scanner-panel data. A key result is that the majority of the sales promotion elasticity, approximately 74% on average, is attributed to secondary demand effects (brand switching) and the remainder is attributed to primary demand effects (timing acceleration and quantity increases). The authors demonstrate that t…
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- ISBN/ISSN
- 222437
- Deskripsi Fisik
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- Judul Seri
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The Dynamic effect of innovation on market structure
Product innovation is endemic among consumer packaged goods firms and is an integral component of their marketing strategy. As innovations affect markets, there is a pressing need to develop market response models that can adapt to such changes. The authors' model copes with the challenges that dynamic environments entail: nonstationarity, changes in parameters over time, missing data, and cros…
- Edisi
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- ISBN/ISSN
- 222437
- Deskripsi Fisik
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- Judul Seri
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