haku: @author Hauser, J. R. / yhteensä: 22
viite: 8 / 22
| Tekijä: | Hauser, J. R. Wernerfelt, B. |
| Otsikko: | The competitive implications of relevant-set/response analysis. |
| Lehti: | Journal of Marketing Research
1989 : NOV, VOL. 54:4, p. 391-405 |
| Asiasana: | ADVERTISING BRANDS PRICING |
| Kieli: | eng |
| Tiivistelmä: | Advertising encourages consumers to consider a brand as relevant.Price and other variables affect consumer choice among relevant brands. Advertising response models have great influence on managerial decisions. It is examined how explicit consideration of competitive response can affect managerial recommendations. The interaction between price and advertising decisions is also explored. |
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