Brand management and the marketing mix model

Brand management and the marketing mix model

On April 25th, 2014, posted in: Publications by Comments Off on Brand management and the marketing mix model

BRAND MANAGEMENTSuccessful brand management requires a simultaneous holistic view of all players in the market. Conventional marketing mix analysis, however, focuses solely on individual brands in isolation. 

This paper argues that a dynamic version of the discrete choice attraction model is an ideal alternative, with practical benefits for the manufacturer-retailer relationship.

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