The DOI matches its Crossref record; 30 of the 30 references it cites were found in a registry or an index.
The Persistence of Marketing Effects on Sales
Open accessAbstract
Are marketing efforts able to affect long-term trends in sales or other performance measures? Answering this question is essential for the creation of marketing strategies that deliver a sustainable competitive advantage. This paper introduces persistence modeling to derive long-term marketing effectiveness from time-series observations on sales and marketing expenditures. First, we use unit-root tests to determine whether sales are stable or evolving (trending) over time. If they are evolving, we examine how strong this evolution is (univariate persistence) and to what extent it can be related to marketing activity (multivariate persistence). An empirical example on sales and media spending for a chain of home-improvement stores reveals that some, but not all, advertising has strong trend-setting effects on sales. We argue that traditional modeling approaches would not pick up these effects and, therefore, seriously underestimate the long-term effectiveness of advertising. The paper concludes with an agenda for future empirical research on long-run marketing effectiveness.
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Cites
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Vakratsas, D., & Ambler, T. (1999) · Journal of Marketing · doi:10.1177/002224299906300103 · Cited by 1,436
Marketing Analytics for Data-Rich Environments
Wedel, M., & Kannan, P. K. (2016) · Journal of Marketing · doi:10.1509/jm.15.0413 · Cited by 1,261
Reference Price Research: Review and Propositions
Mazumdar, T., Raj, S. P., & Sinha, I. (2005) · Journal of Marketing · doi:10.1509/jmkg.2005.69.4.84 · Cited by 848
The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth
Villanueva, J., Yoo, S., & Hanssens, D. M. (2008) · Journal of Marketing Research · doi:10.1509/jmkr.45.1.48 · Cited by 559
Self-citationThe Category-Demand Effects of Price Promotions
Nijs, V. R., Dekimpe, M. G., Steenkamps, J.-B. E. M., & Hanssens, D. M. (2001) · Marketing Science · doi:10.1287/mksc.20.1.1.10197 · Cited by 533
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Metadata
- Authors
- Dekimpe, M. G., & Hanssens, D. M.
- Venue
- Marketing Science
- Published
- 1995-02
- Volume
- 14
- Issue
- 1
- Pages
- 1-21
- ISSN
- 0732-2399 (ISSN-L)
- 1526-548X
- OpenAlex
- W2074833450
- Cited by
- 455
- References
- 30
- FWCI
- 19.31
- Type
- journal article
- Language
- en
- Open access
- green
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
