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- Title
A Market Share Theorem.
- Authors
Bell, David E.; Keeney, Ralph L.; Little, John D. C.
- Abstract
Many marketing models use variants of the relationship: Market share equals marketing effort divided by total marketing effort. Replacing marketing effort with its resulting "attraction," the relationship is derived from the assumptions: (1) attraction is nonnegative, (2) equal attractions imply equal shares, and (3) a seller's share is affected the same if the attraction of any other seller increases a fixed amount.
- Subjects
MARKETING research; MATHEMATICAL models of marketing; BUSINESS mathematics; COMPETITION; MATHEMATICAL models; MARKET share; MARKETING management; MARKET penetration; MARKETING models; MARKETING strategy
- Publication
Journal of Marketing Research (JMR), 1975, Vol 12, Issue 2, p136
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150435