Persistence Models and Marketing Strategy *

Long-run marketing-mix effectiveness lies at the heart of marketing strategies that try to create a sustainable competitive advantage for the brand or firm. We review contributions in the area of persistence modeling, and show how this approach allows to combine into one measure the net long-run impact of an initial marketing action. In persistence modeling, one traces the dynamic chain reaction of consumer response, firm feedback and competititve reactions. We provide both a short technical introduction to the technique and an overview of prevous applications, and identify various other strategic questions for which persistence modeling may be particularly useful