Market Measurement and Planning with a Simultaneous-Equation Model
Open Access
- 1 May 1971
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 8 (2) , 153-164
- https://doi.org/10.1177/002224377100800201
Abstract
In a recently developed marketing planning model, demand and market share response functions are estimated from empirical data for airlines in one two-city market. These structures are then utilized in a normative model of marketing decision making. The results show profit-maximizing levels for number of flights and dollars of advertising.Keywords
This publication has 5 references indexed in Scilit:
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