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| Author: | Hruschka, H. |
| Title: | Marktreaktionsfunktionen mit interaktionen zwischen Marketing-Instrumenten |
| Journal: | Zeitschrift für Betriebswirtschaft
1991 : MAR, VOL. 61:3, p. 339-356 |
| Index terms: | MARKET RESEARCH SELLING PRICE POLICY ADVERTISING ADVERTISING EFFECTIVENESS |
| Language: | ger |
| Abstract: | The paper starts by introducing operationalization of response interaction between marketing instruments. Theoretical propositions and empirical results on the price advertising interaction are reviewed next. Measurement formulas of elasticity interaction are derived for some popular aggregate response functions as well as for extended versions of the multiplicative model. The restrictions that these functions imply on the sings of the interactions are analyzed and interpreted. Their dependence on marketing instruments, model parameters and sales (market share) is discussed as well. The results of the empirical study with regard to interactions between the marketing instruments price and advertising are presented. |
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