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Long Lags and Large Returns: Experimental Evidence from Advertising to Businesses (Thomas, Goic, and Kalyanam 2023)

September 10, 2023

In business markets, the impact of advertising can have a long-run impact on the purchasing of new products.

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Tags: customer relationships, advertising, purchasing, b2b, return on investment, new product, advertisements, high involvement product, website traffic, switching costs
Category: Curated B2B Research
Topics: sales and marketing, E-commerce, Digital Marketing, Analytics and market research, Branding, advertising, and promotion, Buying and procurement, Sales

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Long Lags and Large Returns: Experimental Evidence from Advertising to Businesses (Thomas, Goic, and Kalyanam 2023)

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