There have been frequent calls in the literature for a more comprehensive understanding of marketing impact on long-term firm performance. Retail scanner data has been the principal source of empirical evidence in this strategic domain, but it cannot explain the behavioural shifts that underpin the sales dynamics it reports. With the availability of far larger and extended household panels, it is now possible to observe the effects of accumulating penetration on brand and category buying over many years. This type of data nevertheless presents theoretical and methodological challenges to researchers. In this article, we discuss an approach to extending established marketing theory to long-run repeat buying and then outline the inherent constraints of long-term panels. We illustrate these challenges using one-, five- and 10-year panel datasets and present a research agenda to progress explanatory theories of long-run brand building and category growth in this new but so far mostly untapped resource.

文献中经常呼吁更全面地了解营销对公司长期绩效的影响。零售扫描仪数据一直是该战略领域经验证据的主要来源，但它无法解释支撑其报告的销售动态的行为转变。随着更大和更广泛的家用面板的出现，现在可以观察多年来渗透率对品牌和类别购买的影响。然而，这种类型的数据给研究人员带来了理论和方法上的挑战。在本文中，我们讨论了一种将既定营销理论扩展到长期重复购买的方法，然后概述了长期小组的内在限制。我们用一个来说明这些挑战，