𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Analysis of marketing mix interaction effects and interdependencies: a normative approach

✍ Scribed by Marc Logman; Wilfried Pauwels

Book ID
101288118
Publisher
John Wiley and Sons
Year
1998
Tongue
English
Weight
100 KB
Volume
19
Category
Article
ISSN
0143-6570

No coin nor oath required. For personal study only.

✦ Synopsis

This paper gives a general, theoretical treatment of the interdependency between price and communication expenditures. We analyze how interaction effects (for example the impact of communication on the sales sensitivity to price changes) affect the optimal marketing mix structure (for example the impact of communication expenditures on the optimal price). Moreover, necessary and sufficient conditions are derived for the optimal price to be independent of the communication expenditures and/or for the optimal communication expenditures to be independent of price.

πŸ“œ SIMILAR VOLUMES

A dynamic multinomial probit model for b
A dynamic multinomial probit model for brand choice with different long-run and short-run effects of marketing-mix variables
✍ Richard Paap; Philip Hans Franses πŸ“‚ Article πŸ“… 2000 πŸ› John Wiley and Sons 🌐 English βš– 414 KB

## Abstract In this paper we propose a dynamic multinomial probit model in order to estimate the long‐run and short‐ run effects of marketing mix variables on brand choice. The latent variables, which contain the unobserved perceived utilities, follow a first‐order vector error correction autoregre

A comparative analysis of price, quantit
A comparative analysis of price, quantity, and mixed approaches for decentralized planning
✍ Richard M. Burton; BΓΈrge Obel πŸ“‚ Article πŸ“… 1978 πŸ› Springer US 🌐 English βš– 810 KB

It is a continuing controversy in economics whether prices, quantities, or both can be, and should be used to coordinate large scale economic systems. In his critique of three Swedish planning systems, Jennergren (1971) concluded that the intuitively appealing rules of price and allocation adjustmen

Interaction of stearylamine-liposomes wi
Interaction of stearylamine-liposomes with erythrocyte ghosts: analysis of membrane lipid mixing and aqueous contents mixing, and the effect of carboxymethyl chitin on the interaction
✍ Takako Nishiya; Robert Tai-Thinh Lam πŸ“‚ Article πŸ“… 1995 πŸ› Elsevier Science 🌐 English βš– 661 KB

We have investigated the interaction of stearylamine (SA)-containing liposomes (SA liposomes) with erythrocyte ghosts (EGs), utilizing the Tb-dipicolinate (Tb-DPA) assay for the mixing of the aqueous contents and a resonance energy transfer (RET) assay for the mixing of lipid. The results demonstrat