haku: @author Carpenter, G. S. / yhteensä: 4
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| Tekijä: | Carpenter, G. S. |
| Otsikko: | Perceptual position and competitive brand strategy in a two-dimensional, two-brand market. |
| Lehti: | Management Science
1989 : SEP, VOL. 35:9, p. 1029-1044 |
| Asiasana: | BRANDS COMPETITIVENESS MARKETING MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | Brand positioning and competitive reaction are important determinants of optimal brand strategy. Analysis of brand strategy have focused on optimal pricing and positioning issues using either empirical models of perceptions and preferences, game theory to examine competition, or both. Analyzed is competition and strategy between two brands that compete in a two-dimensional market with advertising and distribution spending, in addition to prices and product positions. Shown is formulating competitive brand strategy for marketing managers. |
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