Construct · 1 fields · 1 citations

persistence of marketing effects: a standalone construct

One name. One construct. A landmark on the map.

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Marketing strategy

whether marketing actions change sales permanently or only temporarily, assessed with time-series tests for evolving versus stationary sales.

In marketing strategy, persistence of marketing effects refers to whether marketing actions change sales permanently or only temporarily, assessed with time-series tests for evolving versus stationary sales. This meaning comes from Dekimpe (1995) in Marketing Science.[1]

Unit
Recovery means
Measured by

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Nearby constructs

persistence4 fields · 4 citationsjingle · one word, four constructs strategy4 fields · 4 citationsjingle · one word, four constructs

References

Dekimpe, M. G., & Hanssens, D. M. (1995). The Persistence of Marketing Effects on Sales. Marketing Science, 14(1), 1-21. https://doi.org/10.1287/mksc.14.1.1

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