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Evaluating the impact of marketing mix variables on market shares

Date of publication: October 8, 1987

Catalogue: Seminar 1987: Micro And Macro Market Modelling

Authors: Marcel Corstjens, Gilles Laurent, Françoise Rostand

Abstract:

The goal of this paper is to evaluate the potential of marketshare models as decision-support tools. We apply systematically different versions of market-share models to a reasonably large set of state-of-the-art quality data (excluding, however, scanner data). In this process, we investigate a series of problems inherent in the specification and estimation of these models.

Marcel Corstjens

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Gilles Laurent

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Françoise Rostand

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Corstjens, Laurent and Rostand (1987a, October 08). Evaluating the impact of marketing mix variables on market shares. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/a-global-approach-to-marketing-mix-optimisation-