Marketing models for consumer durable products

Date of publication: September 1, 1970


Three detailed examples are given here for each of the subareas of product and price policy, distribution policy and advertising policy. In each case a tentative theory is postulated and evaluated in the light of the data available. Firstly, a split-run-test for measuring the brand-substitution effect of price changes is discussed. The second model refers to the estimation of the turnover of individual outlets. The final example introduces a learning type of advertising response function, which seems to be useful for auditing advertising performance on a continuous basis.

G.J. Aeyelts Averink


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Research Papers

Research Papers

Research Papers

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