To understand the relevance of marketing efforts, it has become standard practice to estimatethe long-run and short …-run effects of the marketing-mix, using, say, weekly scanner data. Acommon vehicle for this purpose is an econometric time series …

marketing mix instruments, advertising and price, over the business cycle. Analyses are based on 163 branded products in 37 …. Consumers are shown to be more price sensitive during contractions. In addition, spending patterns will be less consistent … involvement was shown to be an influential moderator of the final effect of advertising, price and carry-over effects on sales …

marketing mix instruments, advertising and price, over the business cycle. Analyses are based on 163 branded products in 37 …. Consumers are shown to be more price sensitive during contractions. In addition, spending patterns will be less consistent … involvement was shown to be an influential moderator of the final effect of advertising, price and carry-over effects on sales …