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| Author: | Hruschka, H. |
| Title: | Messung von Interdependenzen zwischen Marketing-Instrumenten. Bestimmung eines Mehrgleichungsmodells für markierte kurzlebige Konsumgüter. |
| Journal: | Zeitschrift für Betriebswirtschaft
1990 : MAY/JUN, VOL. 60:5/6, p. 549-560 |
| Index terms: | MARKET SHARE MARKETING COSTS SALES AUSTRIA |
| Language: | ger |
| Abstract: | The paper starts by discussing hypotheses on interdependencies between price-cost-margin, advertising and distribution as well as on determinants (like market share, concentration, pioneer status of a brand) of these variables. The hypotheses originate from the industrial organization or the scientific marketing literature. The majority of published studies in these fields only consider the industry, enterprise or strategic business unit levels, but ignore the brand level. In contrast to this fact the main result of the empirical study documented here consists of a simultaneous equation model based on a database of Austrian branded nondurables. The estimation results serve to test the hypotheses discussed. |
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