Working Papers

The Long-term Effect of Marketing Strategy on Brand Sales

Berk Ataman, Harald van Heerde, and Carl Mela

Jan 1, 2009

Investigates the long-term effects of the entire marketing mix (advertising, price promotion, product, and place) on the long-term performance of mature brands; uses five years of advertising and weekly chain-level scanner data for 25 product categories and 70 brands in four retail chains in France.

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