Working Papers

A New Dynamics-based Segmentation Approach for Maximizing Long-term Marketing Impact

Catarina Sismeiro, Natalie Mizik, and Randolph E. Bucklin

Jan 1, 2008

Develops an approach for modeling the coexistence of multiple dynamic behavioral patterns within a single product market; applies model to data from an anonymous panel of 5,000 U.S. physicians tracked monthly over a period of approximately two years for a single drug.

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