haku: @author Shugan, S. M. / yhteensä: 9
viite: 6 / 9
| Tekijä: | Shugan, S. M. |
| Otsikko: | Estimating brand positioning maps using supermarket scanning data. |
| Lehti: | Journal of Marketing Research
1987 : FEB, VOL. 24:1, p. 1-18 |
| Asiasana: | BRANDS POSITIONING |
| Kieli: | eng |
| Tiivistelmä: | Hauser and Shugan's DEFENDER model is estimated with data obtained from supermarket scanning devices. As a result of that estimation, per dollar multidimensional brand maps are obtained from aggregate sales and price time series data. The estimation procedure employs least squares regression analysis. Actual maps are estimated for three product categories. Preliminary findings are presented. |
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