Dekimpe, Marnik G.; Hanssens, Dominique M. - In: Marketing Science 14 (1995) 3_supplement, pp. 109-109
available data. We present a database of over 400 prior analyses and catalog the relative incidence of stationarity versus … marketing-mix spending, but that stationarity is the dominant characteristic for market share. Thus we find strong support for … of finding stationarity/evolution in sales and market share, and discuss the managerial implications of our findings. …