A recent article by Lilien (Lilien, Gary L. 1979. ADVISOR 2: Modeling the marketing mix decision for industrial products. Management Sci. 25 (February) 191--204.) reports the principal findings of the ADVISOR 2 project, in which regression models are used to explain levels of advertising and...

Composite variables are those that may be mathematically decomposed into additive and/or multiplicative component variables. Several researchers have noted that the relationship between a composite variable and its components may be a mathematical artifact, but the effect of their inclusion as...

In this paper we review evidence of a generalized convex cross-sectional relationship between retail distribution and unit market share, i.e., large-share brands have more share points per percentage of distribution than small-share brands. The dynamics and structure of distribution and share...

Most evaluations of marketing expenditures focus on the value of the marketing effort to the sponsoring organization (often the manufacturer or the distributor). This research concentrates on the impact of these efforts and expenditures on the ultimate customer. The direct question at hand is...

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....