search query: @author Moore, W. L. / total: 19
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| Author: | Winer, R. S. Moore, W. L. |
| Title: | Evaluating the effects of marketing-mix variables on brand positioning. |
| Journal: | Journal of Advertising Research
1989 : FEB-MAR, VOL. 29:1, p. 39-45 |
| Index terms: | MARKETING MIX POSITIONING BRANDS |
| Language: | eng |
| Abstract: | Since changes in advertising affect brand perceptions and ideal points, and repositioning can influence the response to advertising, MDS (Multidimensional scaling) and econometrics should be regarded as complementary.Scanner data is the most common data available to marketing managers in today's environment. It is demonstrated how commonly available scanner panel data can be used to estimate the effects of advertising and other marketing-mix variables on the positions of brands over time. |
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