Title: Empirical generalizations about market evolution and stationarity
Authors: Dekimpe, Marnik ×
Hanssens, DM #
Issue Date: 1995
Series Title: Marketing Science vol:14 (Summer) issue:3 pages:G109-G121
Abstract: Empirical generalizations about conditions under which marketing variables evolve or remain stationary are presented. A database of over 400 prior analyses is presented and cataloged according to the relative incidence of stationarity versus evolution in market performance and market spending. Evolution is the dominant characteristic for sales and marketing-mix spending, but stationarity is the dominant characteristic for market share. Thus, many markets are in a long-run equilibrium where the relative position of the players is only temporarily disturbed by their respective marketing activities
ISSN: 0732-2399
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
× corresponding author
# (joint) last author

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