Journal article
Marketing mix response to entry in segmented markets
International journal of research in marketing, Vol.18(1), pp.53-66
06/01/2001
DOI: 10.1016/S0167-8116(01)00030-1
Abstract
We extend the analysis of response to entry to a more realistic situation where discrete market segments allocate their demand over a set of available brands in the market. We find that the direction and magnitude of the optimal changes in price and marketing spending depend on the location of the incumbent relative to the entrant and the competitive interdependence of the incumbents as determined by the degree of overlap among the segment's choice sets.
Details
- Title: Subtitle
- Marketing mix response to entry in segmented markets
- Creators
- Thomas S Gruca - University of IowaD Sudharshan - University of Illinois Urbana-ChampaignK.Ravi Kumar - University of Southern California
- Resource Type
- Journal article
- Publication Details
- International journal of research in marketing, Vol.18(1), pp.53-66
- Publisher
- Elsevier B.V
- DOI
- 10.1016/S0167-8116(01)00030-1
- ISSN
- 0167-8116
- eISSN
- 1873-8001
- Language
- English
- Date published
- 06/01/2001
- Academic Unit
- Marketing
- Record Identifier
- 9984380531802771
Metrics
1 Record Views