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| Author: | Takada, H. Bass, F. |
| Title: | Multiple time series analysis of competitive marketing behavior |
| Journal: | Journal of Business Research
1998 : OCT, VOL. 43:2, p. 97-107 |
| Index terms: | TIME SERIES COMPETITION MARKETING |
| Language: | eng |
| Abstract: | Competitive marketing behavior is analyzed and modeled using the framework of multiple time series analysis (MTSA). MTSA is proven to detect causality of marketing mix variables and sales (market share), and the lag structure of carryover effects of the sales and advertising relationship. An empirical analysis is conducted by applying this framework to comprehensive time series data of a particular industry where three firms are competing in an oligopolistic market. |
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