Optimal competitive marketing response to entry: Theoretical and empirical analyses

An important problem in marketing that has received little attention is the reaction to entry of new brands by incumbent firms. In this thesis, the marketing mix reaction to entry under different managerial objectives is studied though the formulation of a marketing interaction model and the estimation of the model from empirical data.

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Year of publication:	1989
Authors:	Gruca, Thomas Stanley
Other Persons:	Sudharshan, Devanathan (contributor)
Subject:	Business Administration \| Marketing

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Type of publication:	Other
Language:	English
Source:	BASE

Persistent link: https://www.econbiz.de/10009477762