A Model of Marketing Mix, Brand Switching, and Competition

1 August 1985

journal article
Published by JSTOR in Journal of Marketing Research

Vol. 22 (3) , 318
https://doi.org/10.2307/3151428

Abstract

The authors develop a model of brand switching which incorporates marketing mix variables, product features, and their interactions to examine patterns of brand...

Keywords

COMPETITION
SWITCHING
MARKETING MIX
AUTHORS DEVELOP
EXAMINE PATTERNS
MIX VARIABLES
MODEL OF MARKETING

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