Empirical Generalizations About Market Evolution and Stationarity

@article{Dekimpe1995EmpiricalGA,
  title={Empirical Generalizations About Market Evolution and Stationarity},
  author={M. Dekimpe and Dominique M. Hanssens},
  journal={Marketing Science},
  year={1995},
  volume={14},
  pages={109-121}
}
We present empirical generalizations about conditions under which marketing variables evolve or remain stationary. We first define evolution statistically and make the case why it is an important concept for increasing our understanding of long-run marketing effectiveness. We then briefly review ways in which evolution can be tested empirically from readily available data. We present a database of over 400 prior analyses and catalog the relative incidence of stationarity versus evolution in… Expand
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