You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
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
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
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