Abstract:
The Hendry system represents a total systems approach to the analysis of the marketplace. It is based on the existence of fundamental properties of consumer preferences and competitive market structures. The paper devotes a section to each of these topics. It then relates, in the third section, the interaction of marketing strategies with the properties of the marketplace previously described. Sales and profits are used as multiple criteria of managerial performance.
Research Papers
An empirical approach to brand-switching
Catalogue: Seminar 1968: Operational Research In Marketing
Authors: Gerald J. Goodhardt, Andrew S. C. Ehrenberg
 
November 1, 1968
Research Papers
Marketing modelling and segmentation
Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Paul Freeman
 
September 1, 1998
Research Papers
A marketing information and communication system
Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry
Authors: Brian Keedwell, Richard Starr
 
June 15, 1983
