There are a few more issues that need concern in future work. One of these involves
the analysis of possibly differing short-run and long-run effects of marketing efforts, see
Dekimpe and Hanssens (1995) and Paap and Franses (2000), among others. In Fok et al.
(2001) we provide a first attempt in the context of a market share attraction model.
Next, one may want to allow for the event of new brands entering the market or old
brands leaving it. In Fok and Franses (2001a) we discuss techniques for doing so. Finally,
one would want to allow for endogenous marketing efforts, like pricing strategies, which
originate from attraction models.
There are a few more issues that need concern in future work. One of these involvesthe analysis of possibly differing short-run and long-run effects of marketing efforts, seeDekimpe and Hanssens (1995) and Paap and Franses (2000), among others. In Fok et al.(2001) we provide a first attempt in the context of a market share attraction model.Next, one may want to allow for the event of new brands entering the market or oldbrands leaving it. In Fok and Franses (2001a) we discuss techniques for doing so. Finally,one would want to allow for endogenous marketing efforts, like pricing strategies, whichoriginate from attraction models.
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