Modeling Dynamic Effects of the Marketing Mix on Market Shares

Topics:
Brand Strategy,
Marketing Strategy
Tags:
Attraction,
Business Operations,
Effect,
Erasmus University Rotterdam,
Marketing,
Marketing Research,
Modeling,
Research & Development
Source:
Erasmus University Rotterdam

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Overview: To comprehend the competitive structure of a market, it is important to understand the short-run and long-run effects of the marketing mix on market shares. A useful model to link market shares with marketing-mix variables, like price and promotion, is the market share attraction model. This paper puts forward a representation of the attraction model, which allows for explicitly disentangling long-run from short-run effects. The model also contains a second level, in which these dynamic effects are correlated with various brand and product category characteristics.

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Format: PDF | Size: 385KB | Date: May 2003 | Pages: 32

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