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Brand Preferences and Simple Markov Processes

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Part of the book series: Lecture Notes in Economics and Mathematical Systems ((LNE,volume 132))

Summary

Brand preference information combined with a simple two-dimensional Markov process is used to study characteristics of market dynamics. Advertising alters temporarily the brand preference structure of the consuming public. Discussions of time relations, period-to-period changes in market shares, gains and losses resulting from promotional activity and rapidity of convergence to new steady-state values are considered. Sensitivity characteristics of the relations are commented upon.

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© 1976 Springer-Verlag Berlin Heidelberg

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Maffei, R.B. (1976). Brand Preferences and Simple Markov Processes. In: Mathematical Models in Marketing. Lecture Notes in Economics and Mathematical Systems, vol 132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-51565-1_1

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  • DOI: https://doi.org/10.1007/978-3-642-51565-1_1

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-07869-2

  • Online ISBN: 978-3-642-51565-1

  • eBook Packages: Springer Book Archive

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