A Mathematical Modeling Approach to Product Line Decisions
Open Access
- 1 February 1969
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 6 (1) , 40-47
- https://doi.org/10.1177/002224376900600103
Abstract
Interdependencies among brands in a firm's product line should be considered when marketing strategies are formulated. This article develops a mathematical model of the interaction among products for normative strategy recommendations. An empirical example applying the a priori model to a product line decision suggests that the model prespecification is relevant and useful.Keywords
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