Application of the Defender Consumer Model (Classic Reprint) - Softcover

Inhaltsangabe

Defend profits with a practical model for defensive marketing.

This book introduces the Defender consumer model, a math-based approach to understanding how a firm can defend an established product against a newer rival. It shows how affective it is to focus on value per dollar across product attributes and how consumer tastes vary across buyers.

You’ll learn how to:

• frame product features and price as “per dollar” dimensions to predict market responses


• account for heterogeneous consumer tastes in forecasting outcomes


• compare Defender with traditional perceptual maps and other forecasting models


• apply the model to real-world scenarios, including defensive launches and strategy choices

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