search query: @indexterm MARKET SHARE / total: 488
reference: 91 / 488
| Author: | Kopel, M. Wirl, F. Feichtinger, G. |
| Title: | Einfache dynamische Werbestrategien im Kampf um Marktanteile |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
1997 : VOL. 19:4, p. 221-231 |
| Index terms: | ADVERTISING COMPANIES MARKET SHARE CONSUMERS |
| Language: | ger |
| Abstract: | The paper considers a simple advertising rule: Each firm pushes advertisement once the corresponding market share drops below a critical value. Otherwise, however, business as usual prevails. Moreover, the market shares evolve sluggishly in time, e. g. due to existing consumers' goodwill. Hence, the market shares follow a dynamic pattern. It is shown that certain characteristics lead to erratic patterns. |
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