Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
45IC
Lt
Long-Term Mix Effects
Family
8. Marketing Programs (III · Organization and Programs)
Era
Period 4: Orientation and Relationships, 1990s
Block
IC · Implementation, content
Tier
Major
Cell card
Description
Dekimpe and Hanssens used persistence modeling to show that marketing actions can have permanent effects on sales, and Mela, Gupta, and Lehmann showed that long-run exposure to promotions increases consumer price sensitivity, establishing that mix effects unfold over years rather than weeks.
Managerial Implications
Marketing actions have effects that persist beyond the quarter, and the long-term effects can differ in sign from the short-term ones. Promotions lift sales now and train customers to wait for deals later; advertising builds brand preference slowly. Evaluate marketing spending over the horizon in which it works, and resist decisions, such as shifting from advertising to promotion, whose costs appear only after the manager has moved on.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
