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Modeling and Measuring of Competitive Reactions to Changes of Marketing Mix at the Retail Level
Since the methods of measuring consumer response to changes in
marketing mix have been improved successively in the last years, the problem of
analyzing and forecasting competitive reactions has become one of the most challenging topics for model-based scanner data analysis. In this paper a stochastic
model for the evaluation of competitive reactions is proposed. The adequacy of
this approach with respect to the analysis of data reflecting market competition
is exemplarily demonstrated by using point-of-sale scanner data.
Autor
Prof. Dr. Ralf Wagner
 
ArtikelFachbereichFachrichtung
1999BetriebswirtschaftslehreMarketing/Absatz
 
Schlagwörter
Scanner Data, Competitive Reaction, Competitive Behavior, Brand Choice, Price Promotion