Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/174255 
Year of Publication: 
2016
Citation: 
[Journal:] Revista de Métodos Cuantitativos para la Economía y la Empresa [ISSN:] 1886-516X [Volume:] 22 [Publisher:] Universidad Pablo de Olavide [Place:] Sevilla [Year:] 2016 [Pages:] 230-249
Publisher: 
Universidad Pablo de Olavide, Sevilla
Abstract (Translated): 
The purpose of this study is to show marketing practitioners how to use econometric models to assess the effect of marketing actions. We use a database that includes the four competitors of a personal care product in Colombia with limited information for a period of six years. The study evaluates the effects of marketing actions on sales revenues for the three product subcategories: premium, midprice, and value. The results show that these effects are different for the three subcategories. This suggests that there is no general model to predict the consequences of marketing actions on sales revenues; marketers need to use statistical methods to assess the effect of their decisions. Finally, although our results cannot be extrapolate to other product categories or countries, our approach can be used to assess the impact of marketing actions on sales revenues in other product categories and industries.
Subjects: 
marketing actions
competitive dynamics
panel data
mass consumption products
JEL: 
M10
M31
C23
Creative Commons License: 
cc-by-sa Logo
Document Type: 
Article

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