Varying parameter models to accommodate dynamic promotion effects
构建动态品牌销售模型，将商店截距和价格弹性与累计折扣关联，非价格促销参数与促销间隔关联，证明动态模型比静态模型更具管理相关性。
The purpose of this paper is to examine the dynamic effects of sales promotions. We create dynamic brand sales models (for weekly store-level scanner data) by relating store intercepts and a brand's own price elasticity to a measure of the cumulated previous price discounts – amount and time – for that brand as well as for other brands. The brand's own non-price promotional response parameters are related to the time since the most recent promotion for that brand as well as for other brands. We demonstrate that these dynamic econometric models provide greater managerial relevance than static models can.