search query: @author Dholakia, U. / total: 3
reference: 3 / 3
« previous | next »
| Author: | Weber, J. Dholakia, U. |
| Title: | Planning market share growth in mature business markets |
| Journal: | Industrial Marketing Management
1998 : SEP, VOL. 27:5, p. 401-428 |
| Index terms: | GROWTH MARKETS PLANNING |
| Language: | eng |
| Abstract: | The study presents a decision support system, called path marketing analysis, which can help managers to utilize their market knowledge and experience to develop more effective market share growth plans in mature business markets. Through treating marketing mix elements in a hierarchical fashion, the approach identifies key drivers of market share change and then uses this information to uncover, evaluate, and compare alternative opportunities for market share growth. |
« previous | next »
SCIMA