Market Segment Response to the Marketing Decision Variables
Open Access
- 1 November 1974
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 11 (4) , 399-412
- https://doi.org/10.1177/002224377401100405
Abstract
This article presents the results of an econometric analysis of panel data directed toward the measurement of differential responsiveness of market segments to changes in advertising expenditures, price, and the level of dealing. Evidence is found for considerable differences in levels of response, and the managerial implications of these differences are investigated.Keywords
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