Reply of the authors of Farris, P., J. Olver, C. De Kluyver. 1989. The relationship between distribution and market share. 107–128 to commentaries Hughes, D. A. 1989. Commentary. 128 and Kruger, M. W., J. Dennerlein, A. Power. 1989. Commentary—Deciphering distribution effects. 129–130.

This paper develops an aggregate-level model of distribution and market share for frequently purchased, branded consumer goods that is founded in the concepts of “push” and “pull.” The model makes a key distinction between uncompromised and compromised demand as sources of market share....

The purpose of this paper is to discuss a simulation of marketing budgeting rules that is based on a simplified version of the market share attraction model. The budgeting rules are roughly equivalent to those that may be used in practice. The simulation illustrates the concept of path...

This note introduces the modeling of marketing-mix effects--model purpose, model structure, response-function types, independent vs. interactive marketing-mix effects, evaluation with spreadsheet analysis