Market-share analysis: evaluating competitive marketing effectiveness
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston u.a.
Kluwer Acad. Publ.
1996
|
| Ausgabe: | 5. print. |
| Schriftenreihe: | International series in quantitative marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | XV, 279 S. graph. Darst. |
| ISBN: | 0898382785 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804134568998993920 |
|---|---|
| adam_text | Contents
List of Tables
List of Figures xi
Foreword xiii
1
1.1
1.2
1.3
1.3.1
1.3.2
1.3.3
1.3.4
1.3.5
2
2.1
2.2
2.3
2.3.1
2.4
2.5
2.6
2.7
2.8
2.9
2.9.1
2.9.2
2.9.3
vi
2.9.4
3
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
3.10
3.10.1
4
4.1
4.2
4.3
4.3.1
4.3.2
4.3.3
4.3.4
4.4
5
5.1
5.1.1
5.1.2
5.2
5.2.1
5.2.2
5.2.3
5.3
5.3.1
5.3.2
5.3.3 POS Data....................... 123
5.4
5.4.1
5.5
CONTENTS
5.6 Collinearity in
5.6.1
5.6.2 Within-Brand
5.6.3
5.7
5.8
5.9
5.10
5.11
5.12
5.12.1
5.12.2
5.12.3
5.13
5.13.1
5.13.2
5.14
5.14.1
6
6.1 *
6.2
6.2.1
6.2.2
6.3
6.4
6.5
7
7.1
7.2
7.3
7.4
7.5
7.6
7.7
8
8.1
8.1.1
viü CONTENTS
8.1.2
8.1.3
8.2
8.2.1 Game
8.2.2
8.3 The Integration
8.4
References
Index 273
In this era of intense international and domestic competition,
market shares command the attention of business managers as
key indices in measuring the performance of a product or brand
in the market place. Given that market shares are used as
market performance indices, it is desirable to have thorough
knowledge of the processes which generate market share figures
and to be able to analyze the impact of their own actions on
market shares, as well as their profit implcations.
MARKET-SHARE ANALYSIS provides a framework for analyzing
market shares for both product and brand. The reader will find
various models, the most prominent of which is called a
multiplicative competitive interactionCMCI) model this model is
based on a simple idea that market shares are equal to the
shares of attraction of respective brands, and that marketing
instruments interact to determine the attraction of each brand.
MARKET-SHARE ANALYSIS illustrates how using appropriate market
share models not only increases the analyst
the market and helps the planning process, but also facilitates
the
ANALYSIS shows that the communication of the results of the
market share analysis in a firm is greatly facilitated by the
adoption of a meaningful model.
ISQM1
O-89838-278-5
|
| adam_txt |
Contents
List of Tables
List of Figures xi
Foreword xiii
1
1.1
1.2
1.3
1.3.1
1.3.2
1.3.3
1.3.4
1.3.5
2
2.1
2.2
2.3
2.3.1
2.4
2.5
2.6
2.7
2.8
2.9
2.9.1
2.9.2
2.9.3
vi
2.9.4
3
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
3.10
3.10.1
4
4.1
4.2
4.3
4.3.1
4.3.2
4.3.3
4.3.4
4.4
5
5.1
5.1.1
5.1.2
5.2
5.2.1
5.2.2
5.2.3
5.3
5.3.1
5.3.2
5.3.3 POS Data. 123
5.4
5.4.1
5.5
CONTENTS
5.6 Collinearity in
5.6.1
5.6.2 Within-Brand
5.6.3
5.7
5.8
5.9
5.10
5.11
5.12
5.12.1
5.12.2
5.12.3
5.13
5.13.1
5.13.2
5.14
5.14.1
6
6.1 *
6.2
6.2.1
6.2.2
6.3
6.4
6.5
7
7.1
7.2
7.3
7.4
7.5
7.6
7.7
8
8.1
8.1.1
viü CONTENTS
8.1.2
8.1.3
8.2
8.2.1 Game
8.2.2
8.3 The Integration
8.4
References
Index 273
In this era of intense international and domestic competition,
market shares command the attention of business managers as
key indices in measuring the performance of a product or brand
in the market place. Given that market shares are used as
market performance indices, it is desirable to have thorough
knowledge of the processes which generate market share figures
and to be able to analyze the impact of their own actions on
market shares, as well as their profit implcations.
MARKET-SHARE ANALYSIS provides a framework for analyzing
market shares for both product and brand. The reader will find
various models, the most prominent of which is called a
"multiplicative competitive interactionCMCI) model" this model is
based on a simple idea that market shares are equal to the
shares of attraction of respective brands, and that marketing
instruments interact to determine the attraction of each brand.
MARKET-SHARE ANALYSIS illustrates how using appropriate market
share models not only increases the analyst"
the market and helps the planning process, but also facilitates
the
ANALYSIS shows that the communication of the results of the
market share analysis in a firm is greatly facilitated by the
adoption of a meaningful model.
ISQM1
O-89838-278-5 |
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| any_adam_object_boolean | 1 |
| author | Cooper, Lee G. Nakanishi, Masao |
| author_facet | Cooper, Lee G. Nakanishi, Masao |
| author_role | aut aut |
| author_sort | Cooper, Lee G. |
| author_variant | l g c lg lgc m n mn |
| building | Verbundindex |
| bvnumber | BV020853707 |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)439778592 (DE-599)BVBBV020853707 |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 5. print. |
| format | Book |
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| id | DE-604.BV020853707 |
| illustrated | Illustrated |
| index_date | 2024-07-02T13:20:34Z |
| indexdate | 2024-07-09T20:26:41Z |
| institution | BVB |
| isbn | 0898382785 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014175380 |
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| physical | XV, 279 S. graph. Darst. |
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| publisher | Kluwer Acad. Publ. |
| record_format | marc |
| series2 | International series in quantitative marketing |
| spelling | Cooper, Lee G. Verfasser aut Market-share analysis evaluating competitive marketing effectiveness Lee G. Cooper ; Masao Nakanishi 5. print. Boston u.a. Kluwer Acad. Publ. 1996 XV, 279 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier International series in quantitative marketing Mathematisches Modell (DE-588)4114528-8 gnd rswk-swf Marktanalyse (DE-588)4037624-2 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marktanteil (DE-588)4037625-4 gnd rswk-swf Absatzmarktforschung (DE-588)4200056-7 gnd rswk-swf Marktanteil (DE-588)4037625-4 s Absatzmarktforschung (DE-588)4200056-7 s DE-604 Marketing (DE-588)4037589-4 s 1\p DE-604 Marktanalyse (DE-588)4037624-2 s 2\p DE-604 Mathematisches Modell (DE-588)4114528-8 s 3\p DE-604 Nakanishi, Masao Verfasser aut Digitalisierung UBPassau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014175380&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014175380&sequence=000002&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Cooper, Lee G. Nakanishi, Masao Market-share analysis evaluating competitive marketing effectiveness Mathematisches Modell (DE-588)4114528-8 gnd Marktanalyse (DE-588)4037624-2 gnd Marketing (DE-588)4037589-4 gnd Marktanteil (DE-588)4037625-4 gnd Absatzmarktforschung (DE-588)4200056-7 gnd |
| subject_GND | (DE-588)4114528-8 (DE-588)4037624-2 (DE-588)4037589-4 (DE-588)4037625-4 (DE-588)4200056-7 |
| title | Market-share analysis evaluating competitive marketing effectiveness |
| title_auth | Market-share analysis evaluating competitive marketing effectiveness |
| title_exact_search | Market-share analysis evaluating competitive marketing effectiveness |
| title_exact_search_txtP | Market-share analysis evaluating competitive marketing effectiveness |
| title_full | Market-share analysis evaluating competitive marketing effectiveness Lee G. Cooper ; Masao Nakanishi |
| title_fullStr | Market-share analysis evaluating competitive marketing effectiveness Lee G. Cooper ; Masao Nakanishi |
| title_full_unstemmed | Market-share analysis evaluating competitive marketing effectiveness Lee G. Cooper ; Masao Nakanishi |
| title_short | Market-share analysis |
| title_sort | market share analysis evaluating competitive marketing effectiveness |
| title_sub | evaluating competitive marketing effectiveness |
| topic | Mathematisches Modell (DE-588)4114528-8 gnd Marktanalyse (DE-588)4037624-2 gnd Marketing (DE-588)4037589-4 gnd Marktanteil (DE-588)4037625-4 gnd Absatzmarktforschung (DE-588)4200056-7 gnd |
| topic_facet | Mathematisches Modell Marktanalyse Marketing Marktanteil Absatzmarktforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014175380&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014175380&sequence=000002&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
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