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| Author: | Alpar, P. Dilger, W. |
| Title: | Market share analysis and prognosis using qualitative reasoning |
| Journal: | Decision Support Systems
1995 : OCT, VOL. 15:2, p. 133-146 |
| Index terms: | MARKETING MARKET SHARE ECONOMICS |
| Language: | eng |
| Abstract: | Today , extensive quantitative modelling of the performance of marketing activities is possible due to the availability of rich data sets on product sales and related marketing actions. However, there are a number of product categories for which only inaccurate sales figures or data about marketing efforts exist. In such cases, reliable quantitative findings about the impact of marketing-mix variables on sales may not be achievable but qualitative reasoning may indicate likely implications of past or planned marketing activities. |
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