publication . Other literature type . Article . 1995

Empirical Generalizations About Market Evolution and Stationarity

Marnik G. Dekimpe; Dominique M. Hanssens;
Open Access
  • Published: 01 Aug 1995
  • Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
We present empirical generalizations about conditions under which marketing variables evolve or remain stationary. We first define evolution statistically and make the case why it is an important concept for increasing our understanding of long-run marketing effectiveness. We then briefly review ways in which evolution can be tested empirically from readily available data. We present a database of over 400 prior analyses and catalog the relative incidence of stationarity versus evolution in market performance and marketing spending. We find that evolution is the dominant characteristic for sales and marketing-mix spending, but that stationarity is the dominant c...
free text keywords: econometric models, marketing mix, evolution, stationarity, Marketing, Business and International Management
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