A Market Share Theorem-Reference-Cited by-同舟云学术

A Market Share Theorem

Published:1975-05 Issue:2 Volume:12 Page:136-141
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Bell David E.¹,Keeney Ralph L.¹,Little John D. C.²

Affiliation:

1. International Institute for Applied System Analysis, Laxenburg, Austria

2. Operations Research Center and Operations Research and Management, Sloan School of Management, Massachusetts Institute of Technology.

Abstract

Many marketing models use variants of the relationship: Market share equals marketing effort divided by total marketing effort. Replacing marketing effort with its resulting “attraction,” the relationship is derived from the assumptions: (1) attraction is nonnegative, (2) equal attractions imply equal shares, and (3) a seller's share is affected the same if the attraction of any other seller increases a fixed amount.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224377501200202

Reference11 articles.

1. Game-Theory Models in the Allocation of Advertising Expenditures

2. Competitive Strategies for New Product Marketing Over the Life Cycle

3. Marketing analysis training exercise

4. A Computer On-Line Marketing Mix Model

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