Evaluating the impact of marketing mix variables on market shares

Date of publication: October 8, 1987

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.

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