haku: @author Mathews, B. / yhteensä: 2
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| Tekijä: | Diamantopoulos, A. Mathews, B. |
| Otsikko: | Managerial perceptions of the demand curve: evidence from a multiproduct firm |
| Lehti: | European Journal of Marketing
1993 : VOL. 27:9, p. 5-18 |
| Asiasana: | DEMAND MANAGEMENT EXECUTIVES |
| Kieli: | eng |
| Tiivistelmä: | This article examines executives' perceptions of the demand curve in the context of a multiproduct firm. Cluster analysis is used to develop an empirically-based demand curve typology and relate it to various descriptors of the market environment. The authors examine the theoretical and managerial implications of the derived typology and identify future research avenues. The demand curve typology in the present investigation reflects executives' perceptions on the likely short-term impact of price changes on sales volume (i.e. over a 12-month period). |
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