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University of California, Los Angeles (UCLA) - Anderson School of Management
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Marketing investments, investor response, firm valuation
long-run effectiveness, time-series analysis, marketing strategy
competitive reactions, price promotions, advertising, impulse response functions
long-term profitability, sales promotions, category management, empirical generalizations, vector-autoregressive models
marketing mix, long-term marketing effects, marketing resource allocation, econometric models, time-series analysis
Marketing investments, innovations, advertising, stock returns, stock-return response modeling
Customer equity, customer acquisition, VAR, long-run modeling
promotional effectiveness, scanner data, time-series analysis, persistence
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theory and practice, store brands, banner ads, market growth, retail price, social networks
choice modeling, spatial modeling, structural models
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