search query: @author Franke, G. / total: 23
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| Author: | Andrews, R. Franke, G. |
| Title: | Dynamics of aggregate response sensitivities to marketing mix variables |
| Journal: | Journal of Business Research
1996 : JUN, VOL. 36:2, p. 145-156 |
| Index terms: | DYNAMIC MODELS MARKETING PRICE INDICES |
| Language: | eng |
| Abstract: | In this article, hypotheses are developed about changes in aggregate response sensitivities to marketing-mix variables with industry maturation and the passage of time. Market responses to advertising, price, and distribution are examined using data from six product categories. Advertising sensitivity has declined in the automobile and beer markets, has increased for VCRs, and has been stable or immatrial for cigarettes, wine, and liqour. Market price sensitivity has increased in three industries but has declined in another. |
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