Modeling dynamic effects of promotion on interpurchase times
نویسندگان
چکیده
In this paper we put forward a duration model to analyze the dynamic effects of marketing-mix variables on interpurchase times. We extend the accelerated failuretime model with an autoregressive structure. An important feature of our model is that it allows for different long-run and short-run effects of marketing-mix variables on interpurchase times. As marketing efforts usually change during the spells, we explicitly deal with time-varying covariates. Our empirical analysis of purchases in three different categories reveals that, for some segments of households, the shortrun effects of marketing-mix variables are significantly different from the long-run effects.
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ورودعنوان ژورنال:
- Computational Statistics & Data Analysis
دوره 56 شماره
صفحات -
تاریخ انتشار 2012