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| Author: | Farris, P. |
| Title: | Path dependencies and the long-term effects of routinized marketing decisions |
| Journal: | Marketing Letters
1998 : AUG, VOL. 9:3, p. 247-268 |
| Index terms: | MARKETING DECISION MAKING MANAGEMENT |
| Language: | eng |
| Abstract: | The purpose of this paper is to discuss a simulation of marketing budgeting rules that is based on a simplified version of the market share attraction model. The budgeting rules are roughly equivalent to those that may be used in practice. The simulation illustrates the concept of path dependence in dynamic marketing systems and shows how it might result from decision rules potentially applied by marketers and retailers. Path dependence results from positive feedback in dynamic systems that imparts momentum to market choices. |
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