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Marketing Letters
Erschienen in: Marketing Letters 3-4/2008

01.12.2008

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

verfasst von: Bart J. Bronnenberg, Jean Pierre Dubé, Carl F. Mela, Paulo Albuquerque, Tulin Erdem, Brett Gordon, Dominique Hanssens, Guenter Hitsch, Han Hong, Baohong Sun

Erschienen in: Marketing Letters | Ausgabe 3-4/2008

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Abstract

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.
Vorheriger Artikel Decision making and brand choice by older consumers
Nächster Artikel How behavioral decision research can enhance consumer welfare: From freedom of choice to paternalistic intervention

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Fußnoten
1
These three features exist for forward-looking dynamic structural models of market interactions (e.g., forward-looking structural dynamic models of competition) as well. Given the availability of excellent review papers on the solution and the estimation of dynamic structural models, we do not review such technical issues in this paper. Interested readers can refer to Amman and Rust (1995) and Rust (1994) for detailed information on this topic. For more very recent developments such as two-stage methods of estimation, please refer to Pakes et al. (2003) and Bajari et al. (2007a).
 
2
The recent case surrounding the browser war between Microsoft and Netscape (United States v. Microsoft, 87 F. Supp. 2d 30 and Bresnahan 2001) highlights the importance both to academics and to practitioners of understanding the dynamics of a standards war.
 
3
Other Bayesian approaches have been proposed that add priors on the distribution of the demand shocks (e.g., Musalem et al. 2008a, b; Jiang et al. 2007). These are additional parametric assumptions that are not typically included in the GMM approaches. It is unclear how the additional demand moments proposed by Albuquerque and Bronnenberg (2008) would be incorporated into a likelihood-based framework. However, their findings do raise a concern about the extent to which identification in the Bayesian approaches arises from the data versus from the additional prior information on demand shocks.
 
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Metadaten
Titel
Measuring long-run marketing effects and their implications for long-run marketing decisions
verfasst von
Bart J. Bronnenberg
Jean Pierre Dubé
Carl F. Mela
Paulo Albuquerque
Tulin Erdem
Brett Gordon
Dominique Hanssens
Guenter Hitsch
Han Hong
Baohong Sun
Publikationsdatum
01.12.2008
Verlag
Springer US
Erschienen in
Marketing Letters / Ausgabe 3-4/2008
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-008-9055-0

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