Abstract:
One of the most important and, at the same time, one of the most difficult problems of marketing is an efficient marketing budget allocation on the instruments of sale. The present study is aiming to do just that. 'Market Mechanics 2' ('MM2') is examining some of the most important variables which influence the market trends of fast moving consumer goods. We developed a partial model, that explains the market trends by calculating the effectiveness of the most important marketing variables on the basis of empirical data, i.e. advertising, mediamix, pricing, changes in prices, promotions activities, distribution and changes in distribution.
This could also be of interest:
Research Papers
Market mechanics 2 (German)
Catalogue: ESOMAR Congress 1977: Research For Decision Making
Authors: Wilfried Wenzel, Heino Stöwsand
 
June 15, 1977
Research Papers
The EVE-2 trial
Catalogue: B2B Marketing Seminar 1994: Reengineering Of Traditional Market Research
Authors: Jans Aasman, Margot Lagendijk, Ted Vonk
Company: NIPO
June 15, 1994
Research Reports
Project A.2.
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
June 23, 1973
