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| Author: | Gruca, T.S. Kumar, K.R. Sudharshan, D. |
| Title: | Marketing mix response to entry in segmented markets |
| Journal: | International Journal of Research in Marketing
2001 : JUN, VOL. 18:1-2, p. 53-66 |
| Index terms: | DEMAND MARKET ENTRY MARKET SEGMENTATION MARKETING MIX |
| Language: | eng |
| Abstract: | The authors extend the analysis of response to entry to a more realistic situation where discrete market segments allocate their demand over a set of available brands in the market. They find that the direction and magnitude of the optimal changes in price and marketing spending depend on the location of the incumbent relative to the entrant and the competitive interdependence of the incumbents as determined by the degree of overlap among the segment's choice sets. |
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