Work

How Dynamic Consumer Response, Competitor Response, Company Support, and Company Inertia Shape Long-Term Marketing Effectiveness

Year: 2004

Type: article

Source: Marketing Science

DOI: 10.1287/mksc.1040.0075

Author: Koen Pauwels

Institution: Dartmouth College

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2000953197

FWCI: 25.98

Cites: 82

Cited by: 163

Related to: 10