Increasing a brand's competitive clout : the role of market share, consumer preference, and price sensitivity
Juan Carlos Gázquez-Abad and Francisco J. Martínez-López
| Year of publication: |
February 2016
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| Authors: | Gázquez-Abad, Juan Carlos ; Martínez-López, Francisco J. |
| Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 32.2016, 1/2, p. 71-99
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| Subject: | Market share | intrinsic preferences | competitive clout | pricing decisions | Marktanteil | Konsumentenverhalten | Consumer behaviour | Preismanagement | Pricing strategy | Markenartikel | Brand | Theorie | Theory | Wettbewerb | Competition | Preiselastizität | Price elasticity | Marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2015.1089307 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011438590