Ataman, M. Berk; Mela, Carl F.; Heerde, Harald J. van - In: Marketing Science 27 (2008) 6, pp. 1036-1054
market potential and the rate at which it achieves this potential. To achieve this aim we formulate a Bayesian dynamic linear … model (DLM) of repeat purchase diffusion wherein growth and market potential are directly linked to the new brand's long …