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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3150552
Page Count: 5
You can always find the topics here!Topics: Brands, Advertising expenditures, Market prices, Advertising research, Market share, Marketing, Prices, Modeling, Statistical estimation, Corrective advertising
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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.
Journal of Marketing Research © 1974 American Marketing Association