Investigating undercurrents of stationarity and growth with long-term panel data

There have been frequent calls in the literature for a more comprehensive understanding of marketing impact on long-term firm performance.

Introduction

Marketing management remains under pressure to demonstrate long-run impact from its considerable annual budgets (Binet & Field, 2007, 2013; Hanssens & Pauwels, 2016; Webster & Lusch, 2013). Nevertheless, marketers are routinely...