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Persistent marketing effects most likely to appear right after product introduction

06 juli 2010
Jaap Wieringa
Jaap Wieringa
The persistency of marketing effects depends on the stage of the product life cycle. These effects are strongest around the introduction of a new product and decline in the course of the product life cycle. ‘We show that this does not only hold for persistent marketing effects but also for temporary marketing effects. So if you want to make the most out of your marketing budget, make sure you spend a significant portion of it early in the product life cycle’, says dr. Jaap Wieringa. He is co writer of the paper Early marketing matters: a time-varying parameter approach to persistence modeling, published in the Journal of Marketing Research, which is the next FEB Publication of the Month.
Laatst gewijzigd:31 januari 2018 11:54
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