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Journal Article

An Analysis of Competitive Market Behavior

Franklin S. Houston and Doyle L. Weiss
Journal of Marketing Research
Vol. 11, No. 2 (May, 1974), pp. 151-155
DOI: 10.2307/3150552
Stable URL: http://www.jstor.org/stable/3150552
Page Count: 5
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An Analysis of Competitive Market Behavior
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Abstract

This article reports the findings of an empirical investigation into the movement of competitive market share. Palda's cumulative advertising model is adapted to include a price variable, and the analysis is extended to a multibrand market. The statistical methodology employed in the investigation overtly recognizes the competitive interdependence of the brands studied and exploits this interdependence in its estimation procedures.

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