Модель оценки долгосрочных результатов маркетинговой стратегии (часть 2)

Декимп Дж. Марник; Ханссенс Доминик М.

Векторно-авторегрессионные модели (VAR-модели): как зафиксировать динамику в системе переменных;

Деривиация функции импульсного отклика;

Новые направления;

Является ли ответный удар конкурентов обязательным или произвольным?;

Маркетинг и оценка фирмы;

Маркетинг и клиентский капитал;

Диагностирование полных маркетинговых изменений;

Инертность при принятии маркетинговых решений;

ПРИЛОЖЕНИЕ.

Изучение ценообразования на основе воспринимаемой потребительской ценности;

Системный анализ Анализ рынка и отрасли

Потребительское поведение Исследование лояльности

Методология исследований Ретроспективные исследования

Планирование маркетинга Рыночные стратегии

Ключевые слова: маркетинговая стратегия, краткосрочные выгоды, долгосрочные выгоды, потребительский отклик, коинтеграция, единично-корневой тест

Аннотация

Объективно оценить эффективность маркетинговой стратегии компании невозможно без учета долгосрочного отклика рынка, что в условиях постоянно изменяющейся рыночной среды довольно сложно. Другой не менее актуальный вопрос, интересующий специалистов, заключается в следующем: способны ли маркетинговые стратегии оказывать существенное влияние на характеристики
рынка? Рассмотренный авторами метод персистентного моделирования позволяет ответить на этот и другие вопросы маркетинговой политики.

Журнал: «Менеджмент сегодня» — №3, 2009 (© Издательский дом Гребенников)

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Декимп Дж. Марник
Ph.D.

Ph.D. в Калифорнийском университете Лос-Анджелеса, профессор Тильбургского университета (Голландия), профессор маркетинга в Католическом университете Левена (Бельгия).

Бельгия

Другие статьи автора 3

Ханссенс Доминик М.

Профессор маркетинга в UCLA (Высшая школа менеджмента Андерсона), исполнительный директор Института маркетинговых исследований.

Кембридж, Массачусетс, США

Другие статьи автора 2

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