An Analysis of Competitive Market Behavior
Open Access
- 1 May 1974
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 11 (2) , 151-155
- https://doi.org/10.1177/002224377401100205
Abstract
This article reports the findings of an empirical investigation into the movement of competitive market share. Palda's cumulative advertising model is adapted to include a price variable, and the analysis is extended to a multibrand market. The statistical methodology employed in the investigation overtly recognizes the competitive interdependence of the brands studied and exploits this interdependence in its estimation procedures.Keywords
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