Optimal Allocation of Competitive Marketing Efforts Revisited (Classic Reprint) - Softcover

Inhaltsangabe

Learn how advertising, price, and quality shape market share.
This book breaks down the theory and practical trade-offs behind competitive marketing. It explains how firms optimize price, advertising spend, and product quality in the face of competition, using relative and absolute elasticities to measure impact.

• How Dorfman-Steiner and Lambin-style rules relate to real-world pricing and advertising decisions


• The difference between market-share goals and absolute sales goals


• How relative measures of advertising and quality connect to overall profitability


• What to consider when evaluating short-term versus long-term marketing choices

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