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.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.