Модель оценки долгосрочных результатов маркетинговой стратегии (часть 1)
Декимп Д., Ханссенс Д.

Концепции;
Технический обзор;
Единично-корневое тестирование:
являются ли различные переменные
устойчивыми или развивающимися?;
Коинтеграционные тесты: существует ли
долгосрочное равновесие между
развивающимися последовательностями?;

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 представляет немалую сложность. 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.

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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

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Ханссенс Доминик М.

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

Кембридж, Массачусетс, США

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